Game, set, rebrand?

If you’ve been as glued to the tennis as we have at the TMC office the past couple of weeks, you would have noticed the Australian Open’s fresh rebrand.

A second serve with a new spin

The AO rebrand is one of the best we’ve seen of late. The corporate identity is clean, fun and modern, an update that was seriously overdue. The A & O in the logo allows for flexible use across their advertising campaign, digital platforms and event signage, as a pattern, in campaign words, as graphics in animated gifs on social media and even as wayfinding icons at the venue. My personal favourite was the giant AO filled with tennis balls, which had a continuous line in front of it for photos throughout the event.


Why rebrand?

Rebranding is more than creating a new logo and look. It encompasses an organisation’s personality and key messages, which then drive the visual style. In the case of the Australian Open, it has branded itself as being young, energetic and innovative in contrast with other tennis tournaments such as Wimbledon which has retained its heritage branding to align with its focus on tradition and history. The former Australia Open brand communicated professionalism and tradition, so there was a disconnect between personality and appearance.

One of Tennis Australia’s other objectives was to have a brand that could adapt across modern media, keeping them current with their digital audience.

“The Australian Open is renowned as one of the most innovative sports and entertainment events in the world. To ensure we optimise the many new media opportunities available now and in the future, we also needed to evolve our look and feel, make it more relevant globally and more adaptable in an increasingly digital world,” Tennis Australia CEO Craig Tiley said.

Break or hold?

Rebranding is a big decision – do you risk implementing a new look in the hope that it revitalises interest or stick with a brand that is trusted and recognised?

If you agree with any of the following statements, it may be time to consider a rebrand.

I want to set my organisation apart from its competitors

My organisation‘s objectives, values, products or services have changed

My organisation is celebrating a milestone or introducing a new product service

Feeling tired of your current brand or wanting to bring it in line with current design trends are not reasons enough to rebrand. Rebranding is a huge step that should be carefully considered with customer perceptions and company objectives in mind.

However, if your organisation’s vision and goals for the future are changing, make sure your brand aligns. This may not be a complete rebrand – it could be a brand extension to introduce a new product or a subtle update on your existing brand. Be true to who you are and your audience. Good looks and flashy words aren’t everything – make sure your brand communicates the kind of organisation your current audience will continue to trust as well as attracting the kind of audience you want to reach in the future.

Talk to That Marketing Company about creating a brand and marketing strategy that helps you reach your goals and find out whether a rebrand is right for you.

Published by the Marketing Department

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