The AO is Australian tennis at its peak. It’s summer fun meets competitive intensity. A bit punchy. A bit cool. A fair whack of fun. Writing from the brand at all levels should aim for that impact.
Active verbs
Choose short, visceral verbs that are all about feeling. Instead of ‘enjoy great live music’, let’s ‘pump the tunes’.
Bit of ‘tude
Aussie colour
Get conversational, use idiom occasionally, and when the moment is right - inject some Australian colour.
The Australian Open’s tone is dynamic and flexible, shifting effortlessly between playful energy and premium sophistication to connect with every fan. Whether we’re hyping a late-night match or celebrating an historic victory, our voice adapts to the moment while staying unmistakably AO.
Usage examples
Playful
Premium
Precinct reveal
Playful
Premium
Playful
Premium
Editorial style guide
We want everyone to be on the same page to help our brand show up reliably. This quick reference guide will help you be consistent with our brands naming conventions. It's important to note that the word 'the' is not a part of the official Australian Open title. Although you may refer to the event as 'the Australian Open' – in this case, 'the' is an article, not part of the title. Do not use 'the' when referring to a specific occurrence of the event, or when referring to locations within Melbourne Park Precinct (e.g. Rod Laver Arena, Garden Square, TOPCOURT etc).
Naming conventions
Social media
Snapchat
@australian.open
Weibo
@australianopenchina
Wechat
@AustralianOpen
TikTok
@ausopen
To stand out on social media, we lead with our boldest foot forward to create thumb-stopping content that is quintessentially AO.