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.



Read next

Oculus Rift: the brand enthusiasts and refuseniks



Digital democracy to the power of trust: marketers reveal their 2015 predictions

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).