Andy Murray Reveals New Personal Logo Prior To Start Of Australian Open

Tennis player Andy Murray on Thursday joined the ranks of Roger Federer, Tiger Woods and Cristiano Ronaldo when he "unveiled a personal logo which could net him millions," according to Ben Rumsby of the London TELEGRAPH. The logo "combines Murray's initials with the number 77," both the number of years "before he ended Britain's wait for a men's singles champion" at Wimbledon and the name "of his management company." The logo, which "will be displayed ... for the first time at the Australian Open next week," was designed by Aesop Agency. It will be present "on his on-court bag and training T-shirts." Aesop Design Dir Dan Calderwood said, "It's simple and striking, with heraldic cues that echo his dominance on the court." Rumsby noted the launch of the logo "follows Murray's switch of clothing sponsor from Adidas to Under Armour, which may have delayed his bid to use it" (TELEGRAPH.co.uk, 1/15). The GUARDIAN's James Riach noted the logo has mostly been "well received," with a Brand Republic poll showing 70% of respondents "liked the design." brandRapport Sports Marketing Dir Nigel Currie said of the logo, "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" (THEGUARDIAN.com, 1/15). In Scotland, David O'Leary notes the logo created a "mixed reaction, with many praising its heraldic design but others saying its resembles the symbol used by the Waffen SS" in Nazi Germany (THE SCOTSMAN, 1/16).

FIRST SERVE: The ATP Memphis Open announced Memphis-based residential and commercial cleaning firm ServiceMaster will become the presenting sponsor of the tournament in a three-year deal, beginning with next month's event. The deal includes integration of the ServiceMaster logo into the Memphis Open composite logo; on-site, in-stadium and on-court brand exposure; and digital activation throughout the tournament website. ServiceMaster also will be featured at "The M.O.," a new interactive zone offering opportunities to shop, dine, drink and play for fans (Memphis Open). Neither the tournament nor ServiceMaster officials "would reveal the financial commitment of a presenting sponsor, but it’s generally believed to be in excess of $200,000" (COMMERCIALAPPEAL.com, 1/15).