Andy Murray unveils personalised logo as he ditches sponsor Adidas

Tennis star Andy Murray has unveiled a personalised logo that will make its debut at this year's Australian Open.

Andy Murray's logo: design incorporates the number 77 as a tribute to Wimbledon win
Andy Murray's logo: design incorporates the number 77 as a tribute to Wimbledon win

Created by Aesop Agency, which won the business following a competitive pitch, the new logo will appear on his apparel and associated merchandise.

The identity will initially be featured on his on-court bag and training t-shirts at the Australian Open, before eventually being rolled out across a range of his apparel which is now sponsored by Under Armour.

Next week will mark the first major tennis tournment that Murray has competed in since splitting with long-standing sponsor Adidas. It has been reported that he made the switch to Under Armour because the smaller brand would build its strategy around him.

Commenting on the logo's 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'".

The relevance of the number 77 is that Murray’s Wimbledon victory in 2013 was the first time in 77 years a British man had won the title, and it occurred on the seventh day of the seventh month.

To reflect the importance of the number, Murray also renamed his management company '77'.

The Scot follows Swiss tennis star Roger Federer who unveiled his own logo, a combination of his initials, back in 2006 at Wimbledon.

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