Naomi Farrar
The Edge sports centre in Leeds is a perfect environment for families to take part in sports and
appropriate colour palette and shape based brand identity create a playful and engaging experience
OUGD303 – Brief 3– Swimming
activities, yet is not marketed to this audience at all. In taking the existing environment and designing
for the audience, whilst still presenting a professional, clean and safe environment. The office
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a re-brand for a target audience of young families, Ocean family leisure centre has been created. An
stationery, packaging of own brand products, and building environments have been considered.
Naomi Farrar
Dynamic and innovative packaging formats and materials create a selling point for own branded
The angular formats are in keeping with the simple shape based imagery used in the logo, and are
OUGD303 – Brief 3– Swimming
swimwear and accessories. Using the brand colours and typelogo, simple and clean designs have
a complimentary shape to the flowing curves used elsewhere within the brand image. Different sizes
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been employed to reinforce the connotations of sports as being simple, vibrant and accessible.
and scales are used for the packaging, while a consistent format is still adhered to.
Complimentary Typeface Anivers Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Naomi Farrar
A purpose built typeface for the Ocean family leisure centre. This is the primary font for use within
centre. Based upon the curves and rounded nature of waves and water droplettes, the font holds
OUGD303 – Brief 3– Swimming
the Ocean brand, a lowercase alphabet shown above in the tints and hues of the brands colours.
characteristics of natural elements. For use on a large scale, the font works alongside Anivers to
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Created through use of a circular ‘grid’, the font is representative of the aqua nature of the leisure
provide a fully versatile typographic representation of the Ocean brand.
Naomi Farrar
A starter pack for new members, including a swipe card for access and ID, vouchers for offers in
timetable for the pool and general information about the centre has been clearly colour coded for
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the leisure centre shop, free swim tokens and general information. All packaged in using the same
easy comprehension. Vouchers and swimming tokens are formatted using the same circular grid as
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materials as the swimwear, the starter pack ties the brand and printed ephemera together. The
the typeface, which results in further brand continuity through all the produced elements.
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Naomi Farrar
The brand identity for the Ocean family leisure centre extends into the architecture and interior
the curves and flowing forms are prevalent, creating a more welcoming recreational environment.
OUGD303 – Brief 3– Swimming
decoration of the building. Using sharp angles and very linear construction outside, the leisure
Signage throughout the building is designed using the brands typeface, bold and bright it helps to
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centre represents itself as a dynamic and active place. Inside, there is a contrast in the shapes;
create a clear and easily navigable environment inside the cenre.