Primary Logo
The AO Live logo flexes to fit its surroundings, changing colour to sit cleanly against the creative it lives on. Pick the version that holds contrast and keeps the logo legible, whether it's leading a branded asset or sitting alongside Artist work.
Sounds Like Summer
The campaign construct ‘Sounds Like’ treats AO LIVE as the soundtrack to an Australian summer, standing on its own as a great music event rather than a support act to the tennis. The tone of voice is energetic and rhythmic, as we unpack the fan experience one sound at a time.
‘Sounds Like’ is flexible, designed to capture what’s coming — the artists, events and surprises to come — as well as what you’ll do and how you’ll feel. This gives the voice the freedom to move from the literal to the emotional, while always keeping music, summer and atmosphere at its core.
Typography
The type system utilises two key fonts: Aro for headings and Neue Plak for body copy. To enhance flexibility, the Aro family uses a range of widths, allowing each asset to express its tone while staying visually connected.
Regular
Bold
Secondary font
Our secondary font is reserved for long-form body copy. Use it wherever a block of text needs to breathe and be read comfortably, keeping it to full paragraphs and leaving headings and subheadings to the primary typeface.
Kinetic Typography extends this further. Aligned with our Brand Principles, it visualises sound, echoes tennis rhythm, and moves with culture. It adds energy, immersion, and attitude. It’s motion with meaning and a tool to flex each product’s identity, while keeping the system in sync.
Core Palette
Navy Blue
Hex:
00103E
RGB:
0/16/62
CMYK:
100/74/0/76
Pms:
289 C / 289 U
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Royal Blue
Hex:
1E2886
RGB:
43/49/141
CMYK:
69/65/0/45
Pms:
287 C
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Process Blue
Hex:
1E2886
RGB:
21/169/231
CMYK:
80/20/0/0
Pms:
300 C
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Bright Blue
Hex:
00E1FF
RGB:
23/205/232
CMYK:
65/0/10/0
Pms:
311 C
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Lime
Hex:
E1FF00
RGB:
221/245/0
CMYK:
20/0/100/0
Pms:
389 C
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The Core Palette is the foundation of AO Live. Use it across all brand applications, and lean on it to complement the Artist creative wherever the two meet.
Playful Colour Palette
Golden Hour
Hex:
FFBE0C
RGB:
255/190/12
CMYK:
0/25/95/0
Pms:
1235 C
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Watermelon
Hex:
FF1D58
RGB:
255/29/88
CMYK:
0/89/65/0
Pms:
1925 C
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Pink Lemonade
Hex:
FF96F8
RGB:
255/150/248
CMYK:
0/41/3/0
Pms:
237 C
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Purple Sunset
Hex:
1E2886
RGB:
136/60/254
CMYK:
65/75/0/0
Pms:
2736 C
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Mint
Hex:
32FFCC
RGB:
50/255/204
CMYK:
80/0/20/0
Pms:
333 C
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The Core Palette is the foundation of AO Live. Use it across all brand applications, and lean on it to complement the Artist creative wherever the two meet.
Rhythmic Shapes
Our brand shapes are the building blocks of the system. Use them as standalone graphic devices, tile them into patterns, or turn them into masks for photography and footage. The shapes work across both static and motion assets.
Shape Masks
Here are our Rhythmic Shapes at work as masks, containing footage and imagery in motion.
AO LIVE Ticker Tape
Ticker Tape is our framing device. A running band that wraps the edge of an asset, displaying the AO Live marque and leaning in to the visual style of music festivals. Use it to frame key visuals, hold headlines and dates, and give every asset a sense of motion even when it sits still.
