What's in a brand. Find out about Southern Swim and what the brand represents and how it's applied.

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 people’s 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 can’t 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