Andy Murray Hires Agency To Create Personalized Logo Similar To Federer

Tennis player Andy Murray has hired branding agency Aesop to "create a personalised logo that will appear on his apparel and associated merchandise," according to Gemma Charles of MARKETING magazine. The logo "will be incorporated into a new adidas range and across his accessories, such as his Head racquets." Murray "follows in the footsteps" of Roger Federer, who also unveiled his own logo in '06. Aesop also is "creating the brand identity for Murray’s new management company, 77." Its name "is inspired by the fact that Murray’s victory in June was the first time in 77 years that a British man had won the Wimbledon title, and that it occurred on the seventh day of the seventh month" (MARKETINGMAGAZINE.co.uk, 10/3).