Andy Murray’s new logo gets thumbs up from fans and marketing experts

http://www.theguardian.com/sport/2015/jan/15/andy-murray-new-logo-fans-marketing

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“Simple and striking, with heraldic cues that echo his dominance on the court.” Not words to depict a backhand winner or a match-point ace but, remarkably, a description of Andy Murray’s new logo.

Yes, Andy Murray’s new logo, a piece of sports branding wizardry that will be emblazoned across all things Murray-related in the coming year and beyond, Britain’s No1 following in the footsteps of Roger Federer and Rafael Nadal by creating a personal image that, according to the “brand storytelling” group Aesop, who developed the design, “captures Andy’s energy and spirit”.

Aside from the heraldic cues, Murray’s logo combines his initials and the number 77. In 2013 he became the first British man in 77 years to win Wimbledon, a victory that fell on the seventh day in the seventh month of that year, and that September set up a management company, 77 Management.

The design will be seen for the first time at the Australian Open next week. Murray’s appearance in Melbourne will be his first major tournament since his split from Adidas. He did not renew a five-year deal with the German company last year and. signed with the American sportswear brand Under Armour.

The logo has been, for the most part, well received. A poll conducted by Brand Republic revealed 70% of participants liked the design, while the sports marketing expert Nigel Currie believes such moves can prove lucrative.

“I think it’s overdue, it probably should have come out after he won Wimbledon,” Currie said. “It’s the sort of thing the top tennis and golf players do these days. They are such big personalities in the world of sport and reach across the globe, giving them an opportunity to utilise a brand which can make money.

“Murray’s logo does the job. It depends on who you are. The one I think worked really well was when Greg Norman created the Great White Shark because he had that nickname, and Jack Nicklaus was the Golden Bear. It helps if you have an image or a name. Other stars don’t have that so it’s a bit more simplistic, but this does the job in a different way.”

Such sporting logos are common for individuals in the US, especially in basketball, while in golf Tiger Woods and Norman among others have created stand-out brands. Federer’s combination of his initials is a common sight on merchandise at SW19 every year, while a bull’s head is incorporated in Nadal’s logo.