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.
Australian Open from Landor Australia on Vimeo.
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.”
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, Landor 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.
This morning Landor Sydney held a Wake Up event with Simon Bell, Executive Director of Strategy SEAP&J launching the results from Landor’s Global Agile brands study, the only report ranking global brands on their agility, the newest indicator of brand strength and financial success.
The six traits that help a brand be agile are identified as principled, adaptive, responsible, multichannel, global, and open. The 10 brands selected exemplify agility by consistently demonstrating these six traits in a range of market behaviours, from product development to advertising to customer interaction. Each brand has mastered all six behaviours, but uses them in different measures, depending on their business, market, and target audiences.
The Global Agile Brand Study process is a result of a multiphase approach, starting with analysis from Landor’s proprietary BrandAsset Valuator (BAV), the world’s largest database of consumer brand perception data, to determine an initial list of brands. High BAV brand strength scores show consistently better financial returns than market average over time, even during periods of financial instability. Landor found that the strongest brands scored high on agility, the balance of two key drivers: leading (being up to date and visionary) and true (being authentic and best in class). Brands that scored high on agility were placed on an initial list of contenders. Qualitative analysis of contenders’ in-market behavior and consumer research with millennials narrowed the list to 10 and determined the six agile behavior traits.
The Top 10 Australian brands are:
- Commonwealth Bank
We also welcomed Andrew Branwhite, ex-Head of Brand at Optus, who talked about the development of the Optus Clever Buoy™ and how the brand is demonstrating the key agile behaviours.
Find out more about the Global Study here : http://landor.com/thinking/the-agility-paradox
Filed under Culture, News
Landor’s Chief Strategy Officer Thomas Ordahl – fresh off the plane from New York – will be presenting findings from our global agile brands study, designed to uncover what brands need to do to keep up in our fast-moving world, and identifying which are doing it well. Friday 24th July : 7:30-9am, The Ivy, Sydney NSW 2000 Book your place now! RSVP : firstname.lastname@example.org
‘Shine’ is Landor Sydney’s internship program. Every year we go on the hunt for the latest design graduate talent. After running our #nofilterlandor internship campaign in 2014, we ended the year by inviting the top twenty submissions from our coffee cup challenge into our studio for the very first Shine Creative Workshop.
Towards the end of 2014 we launched our campaign for the 2015 edition of our internship program, Shine, in our Sydney studio. We wanted to start by capturing the unfiltered creativity of young graduates through an open challenge and not merely judge potential interns on their portfolio.
Gone are the days when interns in creative studios were mostly making tea and on the coffee run. At Landor, our interns are exposed to many different creative disciplines, giving them the opportunity to contribute towards some of the most significant live projects we have in the studio.
To mark this progression, we set a challenge to use a blank coffee cup as a canvas to create whatever they desire. It could be illustrative, motion, typographic, photographic – whatever their imaginations could conjure. The only mandatory was to photograph or film their creation and upload it to instagram with the hashtag #nofilterlandor.
We were blown away by the response. We had over 150 unique entries by talented creative graduates! The broad range of submissions were impressive. The challenge was then on us to select our top 20 to take forward to the creative workshop we ran in our Sydney studio. More to come on that in a later post…
This week Landor launches its short movie series. This first edition looks at the best ideas in history. With suggestions as varied as the paper clip and feminism, it makes for thought provoking viewing. Where is your next breakthrough idea coming from?