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Southern Swim Brand Book 2014
Southern Swim is a brand built on the culture and lifestyle of activities

around water in the South. While most swimwear brands are focused
on the West Coast and Caribbean, we want to highlight the rich culture

of going to the lake, floating the river, or simply hanging out by the

pool. While this culture of spending time on or around the water is so
intrinsic to living in the south, it is often overlooked. Each trip to that

favorite body of water is an experience; memories are created and
stories told.
CORE VA L UE S
Experience
Respect
Class

Quality
BR A ND PIL L A RS
Honest
Simple

Community

Conservation
A SPIR AT IONS
We aspire to be more than just a destination for swimwear. We want to
build a brand that is intrinsic to peoples lifestyle of living in the South.
Southern Swim is a brand that represents the culture of Southern
people and the fun and excitement of being outdoors in nature.

OUR BRAND PROMISE
We want to create memories that are shared through our products and
their experiences. We provide quality products and excellent
customer service.
BR A ND CH A R AC T ERIS T IC S
Unique

Consistent

Adventurous
Fun

Conservative
CULT URE
The culture of Southern Swim is in the name. SOUTHERN. We are
a brand that celebrates a Southern Lifestyle. We live and breathe it
everyday. We are hard workers with deep roots. When people all across
the world want to know what is going on in the South they will turn to
us. We are family, we are loyal, we are supportive, we are trendsetters
and we are fun.

Simple. Hone s t . Fr iendly. Acce s sible.
PERS ON A L I T Y
Southern Swim is classy with a little bit of grit. We are young and free.
We celebrate a lifestyle that has been celebrated for generations. We
are honest and trustworthy. We are your friends. We want to be the
brand you cant help but like, the brand you want to share, the brand
that is knows who they are, the brand that is the first on the invite list
to your party.
E X PERIENCE S T H AT L I V E T HE BR A ND
A Day at the lake

Weekend Camping Trip
Outdoor Music Festival

Boathouse Holiday Weekend
Float Trip

Sun Kissed Pool Party
Weekend Lake House
Campfire Stories

Canoeing on the River
Hiking with Friends

Southern Living

At the Pool Getting a Tan
Water Activities
Laughing

Good times
BR A ND IDEN T I T Y
SECONDA RY BR A ND M A RKS
We created a system of support marks that are unique to themselves
but help to unify the Southern Swim Brand overall.

TRD.

M R K.
COL OR A ND T Y P OGR A PH Y

Primar y Brand Colors

Southern Swim is fresh and upbeat while still mainting a clean classy

Brand Suppor t Colors

look and feel. We chose to use Helvetica Neue as a base type face and
introduce hand drawn elements to keep the brand fun and youthful.
We chose to use black and white as our base color to be adaptable to
the brands we sale.

League Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Helvetica Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Southern Swim Brand Book 2014

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Southern Swim Brand Book 2014

  • 2. Southern Swim is a brand built on the culture and lifestyle of activities around water in the South. While most swimwear brands are focused on the West Coast and Caribbean, we want to highlight the rich culture of going to the lake, floating the river, or simply hanging out by the pool. While this culture of spending time on or around the water is so intrinsic to living in the south, it is often overlooked. Each trip to that favorite body of water is an experience; memories are created and stories told.
  • 3. CORE VA L UE S Experience Respect Class Quality
  • 4. BR A ND PIL L A RS Honest Simple Community Conservation
  • 5. A SPIR AT IONS We aspire to be more than just a destination for swimwear. We want to build a brand that is intrinsic to peoples lifestyle of living in the South. Southern Swim is a brand that represents the culture of Southern people and the fun and excitement of being outdoors in nature. OUR BRAND PROMISE We want to create memories that are shared through our products and their experiences. We provide quality products and excellent customer service.
  • 6. BR A ND CH A R AC T ERIS T IC S Unique Consistent Adventurous Fun Conservative
  • 7. CULT URE The culture of Southern Swim is in the name. SOUTHERN. We are a brand that celebrates a Southern Lifestyle. We live and breathe it everyday. We are hard workers with deep roots. When people all across the world want to know what is going on in the South they will turn to us. We are family, we are loyal, we are supportive, we are trendsetters and we are fun. Simple. Hone s t . Fr iendly. Acce s sible.
  • 8. PERS ON A L I T Y Southern Swim is classy with a little bit of grit. We are young and free. We celebrate a lifestyle that has been celebrated for generations. We are honest and trustworthy. We are your friends. We want to be the brand you cant help but like, the brand you want to share, the brand that is knows who they are, the brand that is the first on the invite list to your party.
  • 9. E X PERIENCE S T H AT L I V E T HE BR A ND A Day at the lake Weekend Camping Trip Outdoor Music Festival Boathouse Holiday Weekend Float Trip Sun Kissed Pool Party Weekend Lake House Campfire Stories Canoeing on the River Hiking with Friends Southern Living At the Pool Getting a Tan Water Activities Laughing Good times
  • 10. BR A ND IDEN T I T Y
  • 11. SECONDA RY BR A ND M A RKS We created a system of support marks that are unique to themselves but help to unify the Southern Swim Brand overall. TRD. M R K.
  • 12. COL OR A ND T Y P OGR A PH Y Primar y Brand Colors Southern Swim is fresh and upbeat while still mainting a clean classy Brand Suppor t Colors look and feel. We chose to use Helvetica Neue as a base type face and introduce hand drawn elements to keep the brand fun and youthful. We chose to use black and white as our base color to be adaptable to the brands we sale. League Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789