Welcome to AO Reserve, where Grand Slam tennis meets relaxed Australian luxury. From elevated spaces and Michelin starred chefs to curated experiences, exclusive access and premium seating – AO Reserve sets a new standard for international event hospitality.
The AO Reserve brand system combines tennis iconography and Art Deco-inspired typefaces and illustrations that nod to the elegance of the city of Melbourne's cultural heritage and the prestige of Grand Slam premium experiences. It is both timeless and contemporary.
Primary Logo
AO Reserve Primary Logo features a distinctive identity that draws on core elements of the AO brand while establishing its own refined, premium presence. It sets the tone for the elevated luxury experiences that follow.
The AO Reserve Logo must remain consistent and instantly recognisable. The Logo should be used exclusively in Dark Navy, Sky Blue or White.
Primary Logo Small Use can be used to ensure legibility when the application is small. Here, the size and proportions of the AO and the ring are modified in relation to the height of the wordmark, Reserve.
Secondary Logo
Special consideration should be taken when applying AO Reserve Logos based on different media formats. The Primary Logo should be the first approach, however to ensure legibility on small or extremely small applications consider using either the Secondary Horizontal Logo or the Secondary Stacked Logo.
Secondary Horizontal Logo
Secondary Stacked Logo
Limited Use Logos
Special Limited Use Logos are available for use when space is limited or where creativity allows.
Vertical Logo
Ring Logo
Fav Icon
Exclusion zone and minimum size
The exclusion zone is the margin of clear space that is required around the AO Reserve logo. The zone safeguards the legibility and impact of the logo by isolating it from other visual elements like text, graphics and imagery. No other elements can enter the Logos exclusion zone, which is the margin of clear space equivalent to ‘^’ in the image shown. Minimum size requirements ensure legibility and readability across applications.
Tone of voice
Situated at the premium end of the AO brand portfolio, the AO Reserve tone of voice conveys understated luxury and polished Australian charm. It is premium, but not prissy.
Typography
The primary typeface for AO Reserve is Fino Sans. It is an elongated and refined script, with an Art Deco contrast between thick and thin linework. Fino Sans is recommended to have generous tracking and tight leading that can be modified depending on placement. An additional font, Fino Sans Medium, has been developed with slightly thicker hairline strokes to enhance legibility and is intended for use in wayfinding, precinct signage and other contexts where clarity is essential. Fino Sans can be activated through Adobe Fonts Library.
Glyphs
Fino Sans enables glyphs for several characters that consist of a wide and condensed version. Consider using the condensed characters as the primary base when forming headlines and to keep headline copy short to reinforce elegance and simplicity.
Wider alternatives can add a touch of elegance and breathing room on headlines in design and can be used to draw attention to certain words. Avoid using wider characters more than twice per line.
Secondary Typography
Sharp Sans No.2 is a versatile typeface with great flexibility for use across many applications including sub headlines and body copy. Its functional and accessible aesthetic complements the Art Deco elegance of Fino Sans. Sharp Sans Book is the primary weight for body copy, Sharp Sans Medium is to be used when reversing body copy in white where the text size is small.
For alternative typeface and system fonts click here
Core Palette
Dark Navy
Hex:
0F1242
RGB:
15/18/66
CMYK:
77/73/0/74
Pms:
2766 C
Copy HEX
Sky Blue
Hex:
80D9FF
RGB:
128/217/255
CMYK:
45/5/0/0
Pms:
2905 C
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Cloud
Hex:
EBE8E5
RGB:
235/232/229
CMYK:
10/10/11/0
Pms:
Warm Grey 1 C
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White
Hex:
FFFFFF
RGB:
255/255/255
CMYK:
0/0/0/0
Pms:
-
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Black
Hex:
000000
RGB:
0/0/0
CMYK:
0/0/0/100
Pms:
-
Copy HEX
Inspired by the glittering champions trophies and the day-to-evening light on our iconic blue tennis courts. The AO Reserve Core Palette consists of Dark Navy, Sky Blue and Cloud.
Special Use Palette
Dusk Blue
Hex:
4E769B
RGB:
78/118/155
CMYK:
71/39/10/11
Pms:
2159 C
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Stone
Hex:
BEB8AF
RGB:
190/184/175
CMYK:
21/20/21/1
Pms:
Warm Grey 3 C
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Taupe
Hex:
968C82
RGB:
150/140/130
CMYK:
35/34/36/11
Pms:
1935C / 192U
Copy HEX
Special situations sometimes call for special colour treatments. Offering moody, warm and earthy variations: Dusk Blue, Stone and Taupe may be used as accent colours.
Accessibility
Aa
Background
Dark Navy
Text
White
Aa
Background
Dark Navy
Text
Sky Blue
Aa
Background
Dark Navy
Text
Stone
Aa
Background
Sky Blue
Text
Dark Navy
Aa
Background
Stone
Text
Dark Navy
The Australian Open is proudly open for all. Please use this table to identify foreground and background colour combinations that have accessible colour contrast luminosity ratios that comply with WCAG 2.1.AA.
Product Logos
AO Reserve Product Logos are bespoke and cohesive, ensuring a premium look across each of the unique products while staying true to the core AO Reserve brand. Each logo and type treatment focuses on clarity and quick recognition, and references a particular feature of each product – from up-close tennis action to al fresco balconies in summer.
The system is built to work effortlessly across large-scale applications like signage and wayfinding, while still holding up in smaller uses such as lanyards and passes –ensuring a consistent and polished presence across every touchpoint.
Illustrative Icons
Icons are an efficient and effective way to communicate visually. The elegant, illustrative style of AO Reserve iconography works in subtle partnership with the other elements of the brand to highlight particular features of AO Reserve experiences. When using Iconography please ensure line weight is consistent throughout the design.
Note: Stock may be used to create more icons as long as the width of the stroke can be changed to match the existing icons. Consider searching for geometric style icons with editable line weight for the best results.
Illustrative Grid Structure
The Illustrative Grid Structure has a flexible design system, built around a grid structure with nods to the tennis court. Individual icons may be repositioned within the grid structure to create new illustrations and adaptable layouts. This facilitates great creative flexibility as illustrations may be adjusted, repositioned and scaled to suit different applications.
Hero Illustrations
Visual Devices
Bespoke Visual Devices that reference Grand Slam tennis and the Art Deco heritage at the heart of AO Reserve may be used across different media formats. They build the visual shorthand and awareness of AO Reserve when used subtly and sparingly.
Tennis Court
Hawk Eye
Reserve Bracket
Photography
Photography is crisp and inviting. Spaces are either bright and light-filled or moody and opulent, but always social and refined – conveying the day-to-evening scope of Grand Sland experiences with AO Reserve.
Please contact Event Marketing for any new requests.
Brand Examples
AO Reserve comes to life both onsite and online with consistent application of our refined typography, bespoke colour palette and considered usage of design elements.
Please contact Event Marketing for any new requests.
