Landor Helps Australian Open Change The Game

Landor Helps Australian Open Change The Game
SHARE
THIS



Landor Australia has partnered with Tennis Australia to create a dynamic new identity for the Australian Open, reinforcing the event’s reputation for delivering world class experiences to fans and players.

Landor was tasked with enhancing Australia’s premier sporting event as an entertainment brand that connects with new audiences and creates a world of tennis around them.

“The Australian Open is renowned as one of the most innovative sports and entertainment events in the world. To ensure we optimise the many new media opportunities available now and in the future, we also needed to evolve our look and feel, make it more relevant globally and more adaptable in an increasingly digital world,” Tennis Australia CEO Craig Tiley said.

“The result is a dynamic new look that will give us the flexibility to engage more deeply with our fans, partners and the players. It’s fresh, fun and often playful – just like the Australian Open itself.”

AO_Media_Release-07_Brochure AO_Media_Release-03_Posters AO_Media_Release-04_Banners AO_Media_Release-08_Champ AO_Media_Release-02_Logo

Dominic Walsh, Landor Australia Managing Director, wanted the new identity to support the Australian Open’s reputation for innovation. “So while the brand needed to remain simple and recognisable, it also needed to be given the flexibility to be agile – adapting and responding to the environment.”

Mike Staniford, Executive Creative Director added: “We wanted to create a living system which could animate and move in accordance with the dynamic of the game itself. A bold, energetic and active identity to reflect this leading sporting experience that embodies Australia.

“The simplicity of the mark gives it the license to do almost anything. It’s not only a short hand to the Australian Open, it’s a mark that is a timeless icon that can be the vehicle of constant reinvention,” concluded Staniford.

Australian Open 2017 will be held at Melbourne Park from 16–29 January.

Please login with linkedin to comment

Audi birthday Four Seasons Condoms

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]