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SBD Global/October 4, 2013/Marketing and Sponsorship

Andy Murray To Create Roger Federer-Style Personal Logo

Tennis player Andy Murray "has hired a branding agency to create a personalised logo that will appear on his apparel and associated merchandise," according to Gemma Charles of MARKETING MAGAZINE. Aesop "has been hired after a competitive eight-way pitch to create an identity for the Wimbledon champion." It is understood that "it 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 "unveiled his own logo, a combination of his initials, back in 2006 at Wimbledon." Aesop "is also 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" (MARKETING MAGAZINE, 10/3).
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