Murray Appoints Aesop To Create Brand Identity

Andy Murray has appointed branding agency Aesop to create a new brand identity for him and his new management company, 77, following an eight-way bidding process.

The London-based firm will now be tasked with creating two identities: one for the reigning Wimbledon and Olympic champion and his sports equipment, and another for the company he established in September to handle his commercial affairs.

According to media reports, the logos will be incorporated into a new Adidas range and across Murray’s equipment.

Martin Grimer, Aesop’s executive creative director, said of the deal: ‘His Wimbledon success secured a new chapter for British tennis. For us, winning the opportunity to create and narrate his story and deliver an iconic identity for both him and his company is a grand slam.’

The 26 year-old follows in the footsteps of the men he is challenging in the world rankings, each of whom already have their own personalised brand identities. 

Roger Federer started the recent movement in the sport with his RF motif at Wimbledon in 2006, while Rafael Nadal and Novak Djokovic have since created their own bull horns and ND logo, respectively.