Public Pool identity
Public Pool is an American brand launched in 2022, offering a range of sunscreens, towels, and apparel like caps, t-shirts, and hoodies. Unlike most swimwear-focused brands, Public Pool isn’t about palm trees, sun, sea, and sand—it’s rooted in a more urban setting. “Growing up in Austin, our summers were all about sun, chlorine, and feet on hot concrete,” say the founders. “Public Pool is a celebration of growing up away from the coast.”
Their branding is a sun-kissed, vibrant, and playful ode to all the joys of lazy days hanging out by the pool with friends. You can almost feel the warmth and the light sting of chlorine just by looking at it.
The brand’s visual identity was crafted by Nashville-based design agency Perky Bros (yes, “Perky” is the founder’s actual last name). Perky Bros, known for projects like Shy Bird, Tembo, and Forgotten Boardwalk, were personally approached by Public Pool founder Cole Brown to develop the entire brand identity, seen across print materials, product packaging, the website, and even social media.
According to Perky Bros, Public Pool “brings style and joy to adult swim” with products that “channel the nostalgic charm of hot summer days at the community pool,” speaking to “good people in the heartland, not just the beach crowd.” The agency adds, “In a market flooded with coastal aesthetics, we aimed to create a distinctive identity that resonates with cities and towns between the coasts, celebrating their unique sense of community and identity. Public Pool’s brand combines the casual elegance of lounging poolside with the spontaneous fun of a belly flop.”
The design taps into a fun revival we’ve been seeing lately: the 1980s, particularly editorial design from that era. Think of New Balance’s awesome retro-style ads from 2021 that nod to their past campaigns. And let’s not forget Vacation sunscreen, everyone’s favorite with its on-point 1980s ITC Garamond font, Miami Beach art direction with high-cut bikinis, and a very specific olfactory nostalgia.
While those examples dive deep into 1980s nostalgia, almost like pulling from a costume box (which is totally fine), Perky Bros’ designs for Public Pool use that era as more of a launchpad, creating a retro-inspired yet contemporary look and feel.
The use of the Rodger font in the logo is fantastic—it’s in a bright shade of blue that brings to mind pool noodles. Created by Chicago-based Central Type, this rounded sans serif is inspired by 1960s and 70s display fonts, featuring “organic, yet refined curves that walk the line between casualness and formality.”
Additionally, Perky Bros used Euclid Circular A from Swiss Typefaces, a versatile and classy geometric font, along with Spot Mono from Schick Toikka, described as “an approachable and familiar sans serif with a warm personality and soft touch.” If anything sums up Public Pool’s optimistic vibe, it’s the words “approachable and warm,” making this font pairing a smart choice.
In addition to the logo, the brand mascot—a sweet little pigeon, drawn in a clean mono-weight stroke—serves as a witty symbol of Public Pool. No dolphins, fish, or seagulls here—the humble pigeon brings a distinctly urban twist to swim culture. As Perky Bros puts it, the pigeon “embodies the brand’s connection to city life and public spaces, symbolizing accessibility and inclusivity.”
The pool float-inspired design approach works beautifully online and in 2D applications, but the branding is also thoughtfully considered for physical product packaging. With such graphic-heavy visuals, the structural elements are kept simple, providing a neat contrast to the more bold graphics. For instance, paper materials feature dome-embossed typography, “subtly evoking the sensation of floating just above the surface.”
Overall, Public Pool’s branding is a perfect blend of fun and sophistication. While the 1980s references are clear, it never slips into cheesy or cliché territory. The bright but restrained color palette keeps things stylish, making it just right for a premium product that feels both reliable and effortlessly cool. As Perky Bros notes, the designs strike a balance between “approachable, familiar nostalgia and an elevated tone… for today’s discerning lounger,” and they’ve nailed it perfectly.
