The owner of Force Swim Team in Oklahoma City approached me wanting a simple update to her team's logo. She wanted it to be more user-friendly and easy to adapt to merchandising products. Mid-way through the process we realized she really needed a branding assessment to understand who was her target audience and how to get their attention. We did some research and based our inspiration on timeless brands like Adidas, Nike, and Speedo. We implemented their minimalism into our own logotype; modifying some thin lines and stroke variations of the old logo to match a simpler and more timeless look. We updated the typography to be cleaner and readable in products and simplified the overall look of the illustration. This is what we ended up with.