AO Brand Playbook

AO Reserve

A world of  Grand Slam luxury

The lines of the court, the curve of the tennis ball – use bespoke graphic elements to weave in a sense of movement and energy. Add layers of depth and texture with dynamic patterns and playful illlustrations that communicate the energised spirit of the AO.

Primary Logo

Primary Logo Small Use

Sequel Sans Wide is used for campaign collateral. It showcases energy and dynamic movement and complements the AO Brand typeface.

For alternative typeface and system font click here

Secondary Logo for small use

Secondary Horizontal Logo

The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.

The forward slash (a diagonal crop of the 'A' in AO) symbolising progression and ambition.

Secondary Horizontal logo

The half-circle (a horizontal crop of the 'O' in AO) references a Happy Slam smile, ripples of impact from a tennis ball, spotlight on action.

The half-circle (a horizontal crop of the 'O' in AO) communicates fun, enjoyment and entertainment.

Small Use Logos

Primary Vertical Logo

The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.

The forward slash (a diagonal crop of the 'A' in AO) symbolising progression and ambition.

Add name

The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.

The forward slash (a diagonal crop of the 'A' in AO) symbolising progression and ambition.

Add name

The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.

The forward slash (a diagonal crop of the 'A' in AO) symbolising progression and ambition.

Exclusion zone and minimum size

The exclusion zone is the margin of clear space that is required around our Partner Logos. 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 exclusion zone, which is the margin of clear space equivalent to ‘x’ in the image shown.

Descriptor text must be scaled appropriately to ensure it is legible, and clearly associable with the Core Logo.

Tone of voice

The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action. The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.The forward slash (a diagonal crop of the 'A' in AO) is powerful and dynamic. The angle of an overhead smash, the lines of the court, the player in action.

Typography

Fino Sans
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Medium Book

Sharp Sans is a clean and clear typeface that is timeless. It can be confident and playful, uncomplicated and elegant – it is unmistakably ‘Australian Open’. Our font plays a crucial role in communicating our values, and ensures a cohesive and consistent brand identity.

Secondary Typography

Sharp Sans No. 2
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Bold Semibold Medium Book

Secondary font

Pms:

Reflex Blue C/U

Copy HEX

Colour can have cultural significance. Ruby Red may be used as an accent colour in the China market.

Accessibility

Background
Dark Navy
Text
White

Background
Dark Navy
Text
Sky Blue

Background
Dark Navy
Text
Stone

Background
Sky Blue
Text
Dark Navy

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. x 15

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