AO Shop

AO Shop

More than just merchandise, the AO Shop extends the Australian Open experience beyond the court. Through bold design, vibrant colours and a distinctly summer feel, it showcases official products that connect fans with the energy, excitement and spirit of the AO all year round.

Primary Logo

Our primary logo should be your first, go-to logo option. It quickly identifies and reinforces our connection to the wider AO Brand. The logo takes inspiration from on trend retailers - with a timeless, simplistic approach that allows our brand personality to shine through our products. The AO SHOP logo suite comes in full colour, white and mono. Legibility and brand integrity is key, so please choose the option that's best applicable.

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

Reverse Logo
Colour Logo
Mono Logo
Limited Use
Stacked Logo

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

The stacked logo should be used sparingly, only when the Primary logo can not be used.

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

Vertical Logo

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

Our Vertical Logo may be used on shop signage only, as a last resort. It means we can show up reliably in every circumstance.

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 the AO Shop 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 shown in the ‘X’ box in the image shown. Minimum size requirements ensure legibility and readability across applications.

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

Retail Partner Composite Logos

The Official Partner Composite Logo presents the Australian Open and partner brand in one lock-up, promoting the association between the two brands. Where relevant, various brands will be able to ultilise their composite logo in the retial space, from AO Shop EDMs, clothing tags and onsite signage.

Please liase with Marketing Partnerships for Composite Partner and Partner Designation Logos.

For more details visit the Partner page click here.

Retail Partner Colloboration Logos

This exectuon is for brands who are not official partners of the Australian, but are collobrating with our brand.

Please liase with Marketing Partnerships for Composite Partner and Partner Designation Logos.

For more details visit the Partner page click here.

Tone of voice

Our voice brings confidence, energy and a touch of wit to elevate our style. 'Hits On & Off The Court' is about blending lifestyle uses with tennis fandom and headlines should reflect these two worlds coming together.

NEXT STOP,

STYLE.

FASHION IS SERVED

MADE BY MELBOURNE FOR YOU

STRAIGHT SETS STYLE

BEST SELLERS ARE BACK IN PLAY

LITTLE FANS, BIG ENERGY

Typography
Primary Typeface

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

Alternative typeface

Sequel Sans

Wide 100
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Sequel Sans

Wide 100
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Sequel Sans

Wide 100
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86 85 46 45

86 85 46 45

Sharp Sans No. 2
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Sharp Sans No. 2
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Bold Semibold Medium Book

Secondary Typeface

Sharp Sans No.2 plays a crucial role in ensuring a cohesive and consistent brand identity. The typeface’s flexibility in weight allows it to be used in many circumstances, from sub headline through to body copy.

For alternative typeface and system fonts click here

Alternative digital typeface

Poppins
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Poppins
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Bold Medium Regular

Bold Medium Regular

Alternative Digital Typeface

For digital applications, Poppins may be used for body copy only. It's a widely accessible free Google font with similar characteristics of clarity, simplicity and rounded sans serif forms.

Core Palette
Hits Different Blue

Hex:

0078FF

RGB:

0/120/255

CMYK:

100/40/0/0

Pms:

HD Blue 2195C

Copy HEX

Lime Green

Hex:

E1FF00

RGB:

225/255/0

CMYK:

25/0/95/0

Pms:

389 C / 388 U

Copy HEX

Bright Blue

Hex:

00e1ff

RGB:

0/225/255

CMYK:

55/0/0/0

Pms:

297 C/U

Copy HEX

Navy blue

Hex:

000C3C

RGB:

0/12/60

CMYK:

100/85/5/70

Pms:

282 C/U

Copy HEX

Royal Blue

Hex:

1e2886

RGB:

30/40/134

CMYK:

100/90/0/0

Pms:

Reflex Blue C/U

Copy HEX

Process Blue

Hex:

0091D2

RGB:

0/145/210

CMYK:

100/15/0/0

Pms:

Process Blue C/U

Copy HEX

Inspired by the ever-changing light on our iconic tennis court, the Core Colour Palette embraces the entire spectrum of blue that emerges throughout the day and into the night.

Functional Palette
White

Hex:

FFFFFF

RGB:

255/255/255

CMYK:

0/0/0/0

Pms:

-

Copy HEX

Black

Hex:

000000

RGB:

0/0/0

CMYK:

0/0/0/100

Pms:

-

Copy HEX

Campaign Platform

'Hits On / Off The Court' captures the spirit of AO SHOP, where performance meets lifestyle. It speaks to products that are a hit on the court and beyond it, blending the energy of world-class tennis with contemporary style. The range connects with fans whether they're courtside at Rod Laver or enjoying coffee on a street corner.

Where products appear on court, in a tennis setting.

Where products appear off court, eg, in a city setting.

Elements

From expressive brush strokes and dynamic underlines to promotional badges, capsules and ticker tape treatments, each element plays a role in adding emphasis, guiding attention and bringing personality to communications. Together, they create a vibrant, premium and unmistakably AO SHOP experience

3D Elements

Our 3D characters bring the AO SHOP brand to life in a playful and distinctive way. From charismatic tennis balls, Stephen Seagul and Sally the Sun, they add personality and spontaneity across campaigns. These characters help create memorable brand moments while reinforcing the fun, energetic spirit of AO SHOP.

Ripped Paper Treatment

The ripped paper treatment adds depth, texture and energy to the AO SHOP visual identity. Aligned with the broader AO26 and AO27 campaign creative, it creates a strong visual connection to the Australian Open brand while bringing a sense of movement, layering and discovery to communications.

Photography

AO Shop photography celebrates real moments, real personalities and an authentic connection to tennis and pop culture. While products remain at the heart of every image, they are presented within aspirational, lifestyle-led moments that feel relevant, effortless and engaging. The style is inclusive, fun, quirky and modern, capturing genuine expression - avoiding imagery that feels fake, heavily retouched, overdressed or pretentious.

Please contact Event Marketing for any new requests.

Brand Examples

AO Shop 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.

Tennis Australia acknowledges that the AO is held on Wurundjeri Woi Wurrung Country and we extend our respects to Elders past and present and to all First Nations People.

© Australian Open 2025

Tennis Australia acknowledges that the AO is held on Wurundjeri Woi Wurrung Country and we extend our respects to Elders past and present and to all First Nations People.

© Australian Open 2025

Tennis Australia acknowledges that the AO is held on Wurundjeri Woi Wurrung Country and we extend our respects to Elders past and present and to all First Nations People.

© Australian Open 2025