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Swimming New Zealand, on the back of a significant turnaround of fortunes in and out of the water, have cemented their new direction with a new look.

On the eve of the all-important Commonwealth Games Trials in Auckland, they unveiled the new branding for the organisation, which incorporates competition swimming, recreation and education, and extends to all the swim regions of the country.

The new brand was released to kick-start the Commonwealth Games Trials in Auckland this week, which Swimming New Zealand hopes will be the springboard as the organisation pushes forward confidently to the Beijing Olympics and beyond.

Over the last two years Swimming New Zealand has been applauded by SPARC for its strategic plan and received a significant upturn in investment from them. Swimming New Zealand have embarked on an innovative financial reward system for swimmers and their coaches, implemented new performance centers, increased turnover, and  significant governance changes. These fortunes have been mirrored on the water and highlighted with the most successful world championships in the sport’s history.

Swimming New Zealand chief executive Paul Veric said the time was now right for the sport to look forward enthusiastically to the future and the new brand reflects this.

``It is amore accurate personification of who we are today – an ambitious, focused and inspiring organisation whose aim is to ensure every New Zealander swims to their full potential,’’ Veric said. ``It reflects who we are and what we believe in, connecting with everyone involved in the swimming world – for those who want to learn to swim for safety, improve for fitness or excel at competition.

``It is a brand that is at the very heart of its sport.  It sits in a territory that is as limitless as the possibilities that swimming can offer New Zealanders.  It is a brand that can be summarised in one sentence; ‘The start of something extraordinary’

Veric said the new branding is designed to reflect achievement, energy, leadership as well as the three levels of Swimming New Zealand – education, recreation and competition.  It shows ripples and water movement.  It has a distinctive New Zealand flavour through colour and style without the need for typical imagery.  And it is designed to reflect the start of something extraordinary. 

Swimming New Zealand has developed the branding to regional variations enabling each region to have its own distinctive characteristics yet still be part of one organisation.  There are also high performance versions of the brand for international representation, including a version with a stylised silver fern. 

``Water is an inevitable part of our brand.  The images commissioned for our identity show energy, power, force.  No two images need ever be the same.  No two swims or swimming experience are ever the same.  That’s what is extraordinary about swimming in New Zealand.’’