LEN European Aquatics Championships 2016 Brand Identity

In May 2016 Europe’s best aquatics athletes will battle for Champion status at Queen Elizabeth Olympic Park in London.

This exciting event will feature the stars of swimming, diving and synchronised swimming and with over 900 competitors taking part the event will showcase the pinnacle of excellence in European aquatics.

Our role was to create an identity for the event to underpin all promotional and marketing activity and help drive awareness as well as provide a platform for ticket sales. Through our initial sessions with Swimming Championships 2016 we determined the following parameters right from the off;

- equally represent Swimming, Diving and Synchro

- the Championships are the last chance to see these elite athletes in action before the 2016 Olympic Games in Rio

- unmistakably communicate that the event was happening in London

Our concept was to make a series of captivating images combining shots of the athletes in action with iconic London architecture using the river as a connective medium. The approach was designed to encapsulate the energy of the sport, maximise the stardom of the competitors and fix the relationship between the event and the host city in an eye-catching and memorable way.

The finished design system comprises a suite of images that can be used by themselves or together within specific geometry to provide cohesion across marketing assets in print and digital channels.

These core elements are supported by a broader communications package of graphics, colour and typography rolling out from September 2015.