The ASA has unveiled a new name and new look to create a new definition of who it is and what it does.

As of 1st June 2008, the organisation will now be known simply as ‘the asa’, rather than the Amateur Swimming Association (ASA), because as one of the most professionally run sports’ national governing bodies the use of the word ‘amateur’ no longer delivers any real benefit in terms of what it does and has a different perception today than its original message.

The asa has taken this decision because it has grown dramatically over recent years and has a remit that extends further than many other national governing bodies. It is not only a membership organisation for clubs and competitors but is involved in delivering initiatives on behalf of government departments in the wider context of sport and health.

The asa is taking this opportunity to not only make a name change but to build a whole new corporate identity, which will make it more relevant to its stakeholders and deliver the key values it stands for, such as being unique; for everyone; forward thinking; trusted; a partnership and steeped in heritage.

David Sparkes, the Chief Executive Officer of the asa, said: “This is an exciting time for the sport as a whole and so the timing of the new brand implementation couldn’t be better. It will provide the asa with a unique opportunity to highlight and reinforce the leading role we take within swimming and better reflect the modern and progressive organisation that we are.

”Revitalising the brand will also allow all of our stakeholders to rediscover the value we as an organisation give to them.”

 A new logo has been designed to reinforce the vision of today’s asa. It incorporates a distinctive wave (to symbolise the asa’s connection with water and swimming) and a contemporary new typeface (to show the forward thinking nature of the organisation).

The wave is divided into five sections, with each section focusing on the five disciplines in the asa remit, i.e., Swimming (pool, open water & disability), Healthy Living, Water Polo, Diving and Synchronised Swimming. Each discipline will be represented by its own colour, which will be used for events and communications solely involving the relevant discipline.

In addition, the asa logo has a new strapline –  ‘the essential element’ – to reinforce that the asa is fundamental to everything within swimming, while linking to the essence of ‘water’. 

David Sparkes added: “The new logo incorporates vibrancy of colour to reinforce inspiration, passion for swimming along with contemporary/modern graphics to reinforce forward thinking.

“It also shows the asa is the essential element of the swimming industry and must continue to drive the swimming agenda by working with all our stakeholders to deliver the best possible swimming provision, that will in turn increase participation at all levels of the sport.”

The new asa logo will be supported by the more traditional heraldic emblem, which has previously been used on all printed materials - awards, certificates, leaflets and reports. It was felt the emblem could be seen as old-fashioned but does still show the organisation’s historic roots. Therefore this heraldic emblem will now appear as a ‘badge of honour’, which sits quietly to the top left hand corner of publications and literature.

The new identity (including the new logo) will slowly be phased in to ensure a cost effective introduction. It will be seen throughout the asa literature, the awards scheme, website, promotional items, advertising and promotions. The first event to use the new branding will be the National Age Group Championships that take place in July in Sheffield. 

The asa will be emailing stakeholders and staff in the coming days to inform them of the new branding and identity and an article containing more information will appear in next month’s edition of the asa’s publication Swimming Times.