Speedo Tone of Voice — Fast & Innovative
Tagline: "Make Waves"
Industry: Swimwear
Sector: Sports & Fitness
How Speedo Communicates
Speedo ties swimwear to speed in the water. "Make Waves" frames the brand around innovative, performance swimwear worn by competitive swimmers — fast, innovative, swimming. The voice is swim-fast and confident, selling the authority of the pool: gear engineered to help swimmers go faster, from Olympic racers to lap swimmers, framed around the sport of swimming and the drive to cut through the water quicker.
Tone Words
Speedo's brand voice is defined by the following tone words: Fast, Innovative, Swimming.
Communication Style
- Language Style: Swim-fast
- Sentence Type: Command
- Tense: Present
- Expression: Imaginative
Speedo Brand Story
Speedo has dressed more Olympic swimming medalists than any other brand, making it synonymous with competitive swimming. The LZR Racer suit revolutionized the sport before regulation changes. Speedo's technical innovation includes goggles, caps, and training equipment that serve swimmers from beginners to Olympians. The brand's Australian heritage and global distribution create worldwide recognition wherever swimmers train and compete.
Brand Message
Innovation that makes swimmers faster
Brand Mission
To inspire swimmers around the world to be their best in the water
Brand Positioning
Core Concept: Creating speed in water
Central Tension: Elite vs. Recreational
About Speedo
Speedo International Limited is an Australian-British distributor of swimwear and swim-related accessories based in Nottingham, England. Founded in Sydney, Australia in 1914 by Alexander MacRae, a Scottish emigrant, the company is now a subsidiary of the British Pentland Group. Today, the Speedo brand can be found on products ranging from swimsuits and goggles to wristwatches. The Speedo brand was previously manufactured for and marketed in North America as Speedo USA by PVH, under an exclusive perpetual licence, which had acquired prior licensee Warnaco Group in 2013. In January 2020, the Pentland Group purchased back the rights from PVH for $170 million in cash, subject to regulatory approval. In accordance with its Australian roots, Speedo uses a boomerang as its symbol. Due to its success in the swimwear industry, the word Speedo has become a very well-known trademark brand for racing bathing suits.
Frequently Asked Questions About Speedo
What is Speedo's tone of voice?
Speedo uses a fast, innovative, swimming tone of voice. Their communication is swim-fast, typically using command-style sentences in the present tense. Their tagline "Make Waves" exemplifies this voice.
How does Speedo communicate with customers?
Speedo has dressed more Olympic swimming medalists than any other brand, making it synonymous with competitive swimming. The LZR Racer suit revolutionized the sport before regulation changes. Speedo's technical innovation includes goggles, caps, and training equipment that serve swimmers from beginners to Olympians. The brand's Australian heritage and global distribution create worldwide recognition wherever swimmers train and compete.
What is Speedo's brand message?
Speedo's core message: Innovation that makes swimmers faster Their mission: To inspire swimmers around the world to be their best in the water
What is Speedo's slogan?
Speedo's slogan is "Make Waves". It carries their fast, innovative, swimming voice.
What is Speedo's mission?
Speedo's mission: To inspire swimmers around the world to be their best in the water
What makes Speedo's brand voice unique?
Speedo stands out through their fast, innovative, swimming communication style. Their central brand tension, "Elite vs. Recreational", shapes how they communicate across the Sports & Fitness sector.
What language style does Speedo use?
Speedo uses swim-fast language, with imaginative messaging, in command-style sentences, using the present tense.
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