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.
Large B2B organisations are slow to react to our fast-moving world, and as such, are beginning to lack relevance and connection with their employees, customers and the wider business community. Find out what our study revealed…
B2B Branding_Why Bother?_Landor Report
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
The concept of the ‘Untamed Garden’, the title of this year’s theme, explores the idea of transformation from the starkness of Winter into the sensorial nature of Spring. This reflects the revealing of one’s own colorful nature, and the pride in stepping out once again for the upcoming Spring Fashion season.
Great collaboration with all the partners from the start has helped deliver a more integrated, consistent and fully immersive experience for consumers and made it the most successful MSFW to date.
Banking brands in Australia are long-established monoliths, financially successful and slow to adapt. With innovative companies emerging, putting the banks’ profits and share at risk is it time for them to sit up and take notice?
Our recent valuator research takes a look at the current state of play in the banking sector, and how banks can disrupt the disruptors.
Read the full research here
Our Design Director, Jenni was recently part of a panel discussion at the Apple Store in Sydney sharing her views and opinions on ‘How to get a start in the design industry’.
Hosted by Nathan Scoular from Think Education, the discussion also included Chris Maclean from Interbrand Sydney. The event saw over 50 people attend, from graduates to creative practictioners.
A big thanks to Think Education for inviting us to be involved and to Apple for hosting the event as part of their Creative Series talks.
Filed under Culture, People