Murray imitates Federer to launch his clothing line

Roger Federer launched few years ago his brand “RF” with Nike and Andy Murray does the same with Under Armour.

The Logo

The Scott has just closed a 4 year contract with the American Brand to also launch his own line. Andy hired the Aesop Agency to create the logo that was a combination of Andy’s initials and the number 77 (a celebration of Andy’s triumphs in Wimbledon after 77 year that a British man couldn’t achieve that).

The design director at Aesop, Dan Calderwood, said: “We wanted to create a modern mark that captures Andy’s energy and spirit whilst subtly referencing his affinity with the number 77. It’s simple and striking, with heraldic cues that echo his dominance on the court.”

THE LOGO                                     Â

From the experts

Marketing expert Nigel Currie commented “I think it’s overdue, it probably should have come out after he won Wimbledon. 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.”

Andy is now in Melbourne where he will kick start his Australian Open campaign against a qualifier.