AO Brand Playbook

Opening Week

Opening Week is no longer just the warmup. It's a week packed with action and the first taste of everything great about the AO; qualifying matches, exhibition games, live music, food, kids’ days, exclusive events and superstar appearances.

This is where anticipation builds, the temperature rises, and you start to feel that the AO has truly arrived.

Logos

Designed to work hard and generate excitement, the Opening Week logo brings multiple campaign elements together in one bold and recognisable mark. Combining the AO brand, campaign tagline, Herald Sun partnership and event dates, it serves as a distinctive badge for the season.

To ensure maximum flexibility across applications, two logo variations are available: a stacked version and a horizontal version. Legibility and brand integrity are key, so the most appropriate option should be selected based on the format, available space, and communication purpose." cut the rest.

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

Primary Logo - Stacked

Primary Logo - Horizontal

Special Use Logos

No Dates

To only be used when dates are required due to context.

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

No dates or tagline

To only be used when dates are required due to context.

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 Opening Week 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.

Tone of Voice

Opening Week’s tone of voice captures the imminence and energy of the AO, building anticipation for everything that’s about to happen. The theme is 'The Week of Firsts,' a punchy, playful copy system that sells the novelty and excitement of Opening Week. Keep lines short and active"

FIRST
CHEERS

ALL FOOD
& BARS OPEN

FIRST PHOTOBOMB

GET CLOSE
TO THE STARS

FIRST BEAT DROP

LIVE MUSIC DAILY

FIRST BREAK THROUGH

AO27 QUALIFIERS

FIRST DAY OUT

AO BALLPARK PRESENTED BY EMIRATES

FIRST ON COURT

OPEN PRACTICE AT  ROD LAVER ARENA

Typography

Sequel 100 Wide is the primary typeface for AO Opening Week communications. Its bold, expansive letterforms convey energy, momentum and dynamic movement, reflecting the excitement and nature of the event.

SEQUEL 100 WIDE
1234&%#@

86 85 46 45

Sharp Sans No. 2
1234&%#@

Bold Semibold Medium Book

Secondary font

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.

Type Application

Headlines should feel fun, energetic and exciting, reflecting the dynamic spirit of AO Opening Week. While creativity and impact are encouraged, legibility should always remain the priority. Consider how supporting campaign elements, such as tape textures, brush shapes and flat illustrations, can be used to enhance messaging, add personality and create visual interest without compromising clarity or readability.

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.

Elements

Illustrations are an integral part of the Opening Week visual identity, adding energy, personality and a sense of playfulness across communications. A wide range of illustration assets is available and can be adapted across the AO colour palette to suit different applications. These elements should be thoughtfully incorporated into layouts, either as subtle supporting details or bold feature moments, depending on the context.

Paper Ripped Usage

Ripped paper adds depth, character and texture, introducing a layered and tactile quality to the design system. These should be thoughtfully incorporated into layouts as subtle accents or bold feature elements.

Stickers

Stickers add energy and personality to Opening Week communications. They can be used to reinforce the ‘FIRST’ concept within headlines and key messages, or as graphic accents alongside characters and illustrations. Designed in flat colour, they provide a striking contrast to the textured illustration style, helping key elements stand out while adding flexibility and visual interest to the overall design system.

Image Treatment

Images can be brought to life through the thoughtful application of Opening Week design elements, including illustrations, stickers, textures and graphic devices. These elements should enhance the story and add energy, personality and brand recognition, while ensuring the imagery remains the hero. Care should be taken not to overcomplicate compositions, striking the right balance between creativity, clarity and visual impact.

Application

The following examples demonstrate how the Opening Week brand comes to life across a range of touchpoints, combining the visual identity, graphic elements and campaign assets to create a cohesive, dynamic and recognisable experience.