Andy Murray to introduce brand identity at Australian Open 2015

Andy Murray has worked with Aesop to create a brand identity which will be launched at the Australian Open 2015.

Coinciding with the announcement of Murray’s sponsorship deal with Under Armour, the identity will feature on his court-bag and training t-shirts during the tournament, before being rolled out across a range of apparel and accessories.

The logo will bring a uniform visual identity to all of the tennis star’s commercial ventures including endorsed products and future own branded products.

Aesop executive creative director, Martin Grimer, commented: “We’ve had a lot of fun working with Andy Murray in developing him an iconic identity, and it’s exciting to see it launching at such a big evening on the tennis calendar.”

The identity incorporates Murray’s initials and the number 77 which is imbued with significance for Murray, it was 77 years since a British man won Wimbledon and he achieved victory on July 7 (the seventh day of the seventh month). 77 is also the name of Murray’s agency which managed his career and business interests.

Of the design, Aesop’s design director, Dan Calderwood, said: “We wanted to create a modern mark that captures Andy’s energy and spirit whilst subtly referencing his affinity with the number ‘77’. It’s simple and striking, with heraldic cues that echo his dominance on the court.”

Aesop won the account following an eight-way global pitch in 2014. The agency is also responsible for Murray’s management company’s identity which was launched early last year.

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