AO Playbook

Playbook

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Brand
Playbook

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01

WELCOME TO OUR WORLD

AO26

TENNIS DOWN UNDER CREATES A FEELING LIKE NO OTHER

A Grand Slam that feels more like a festival

new tennis formats that reimagine our sport

innovations across new channels and platforms.

02

what makes the ao different?

AO26

Sure, the rules are the same,
but tennis in Australia isn’t like anywhere else in the world. From the heat of a Melbourne summer to the electricity of the crowds, the late night rallies and the summer atmosphere, it’s tennis at its most fun, freewheeling and intense.

02

what makes the ao different?

AO26

Sure, the rules are the same,
but tennis in Australia isn’t like anywhere else in the world. From the heat of a Melbourne summer to the electricity of the crowds, the late night rallies and the summer atmosphere, it’s tennis at its most fun, freewheeling and intense.

THE AO BRAND

THE AO BRAND

THE AO BRAND

PERSONALITY

The AO doesn’t just host a tournament. We redefine what a Grand Slam can be. Our brand archetype is the Game Changer: bold, inventive, and unafraid to rewrite the rules. While others use these words, we truly own them.

Open to opportunities

We’re open-minded and ready to play an active role in defining the future of tennis

Open to opportunities

We’re open-minded and ready to play an active role in defining the future of tennis

Open to opportunities

We’re open-minded and ready to play an active role in defining the future of tennis

Make brakethroughs

We seek to make game changing breakthroughs with everything we do.

Make brakethroughs

We seek to make game changing breakthroughs with everything we do.

Make brakethroughs

We seek to make game changing breakthroughs with everything we do.

Take it to the people

We create conversations and innovations that can compel interest in tennis.

Take it to the people

We create conversations and innovations that can compel interest in tennis.

Take it to the people

We create conversations and innovations that can compel interest in tennis.

Play with passion

We channel an innate Australian psyche: showing our passion and never avoiding a challenge.

Play with passion

We channel an innate Australian psyche: showing our passion and never avoiding a challenge.

Play with passion

We channel an innate Australian psyche: showing our passion and never avoiding a challenge.

03

how the game changer comes to life

AO26

We show the world who we are with two words that contain everything in our world – and unite everyone who uses our brand, from internal teams to external partners.

03

how the game changer comes to life

AO26

We show the world who we are with two words that contain everything in our world – and unite everyone who uses our brand, from internal teams to external partners.

03

how the game changer comes to life

AO26

We show the world who we are with two words that contain everything in our world – and unite everyone who uses our brand, from internal teams to external partners.

Energy, impact, euphoria.
The intensity of the game, its actions and feeling.   An inner emotional state.

Hits

Hits

Hits

different

different

different

Unique, playful, special.
The magic of the game as Australians play it.
An outward-facing identity.

01

WELCOME TO OUR WORLD

AO26

ONE BRAND. INFINITE FLEXIBILITY.

@nandi

@prianca

@nandi

@prianca

@nandi

@prianca

AO Masterbrand

Who
we
are.

hits different

how
we
play

01

OUr brand world

03

Logos

06

Graphic Elements

04

Colour

02

voice & tone

07

art direction

05

typography

08

partners