Wimbledon is an exceptional example of a well conceived and managed brand identity. They benefit from the fact that the site is stand-alone and well-contained and the funds are there to only implement well-considered designs, whether it’s a building, signage, online, offline communications, or merchandise.
With a unique appearance and character, the Wimbledon brand achieves stand-out and clarity in the world of sport. Their attitude towards sponsorship and partner branding is possibly akin to The Masters Golf at Augusta and The Olympics for avoiding overt advertising and product placement; thus preventing anyone else shouting over their own voice and enhancing their own compelling look.
In spite of and probably because of this, Wimbledon has been a platform for partner brands since Slazenger became the first official ball supplier in 1902. Wimbledon’s brand capital has become ever more valuable, whilst commercial partners queue-up to secure an association, to benefit from the SW19 annual tournament halo effect. This in turn allows the club to secure revenues to help fund The Championships and support British tennis.
The All England Lawn Tennis Club (AELTC) have the confidence to allow the Wimbledon brand to stand alone, uncluttered by commercial partner brands and advertising. How refreshing in a noisy world of branding that shouts for your attention at every opportunity. Just take a look at other Grand Slam tennis tournaments, in Paris, New York and Melbourne to see the visual jazz that bombards the viewer and distracts from the sporting spectacle. No wonder that Wimbledon is widely regarded by the players as the pre-eminent tournament and the one they would all love to win. The tennis itself remains the focus. Over 50% of the UK population watch coverage of The Championships on the BBC.
Wimbledon is instantly recognisable, partly down to the inherent features of grass-court tennis and a strong visual identity led by their roundel logo and colour scheme of white, purple and green. This is supported in a very practical way by the Club’s rule of white-only attire for players. Typography and imagery are also clearly defined and applied. The brand standards are expertly managed, aided by comprehensive guideline documents to ensure the brand identity is implemented correctly and consistently. Their values and personality inform all expressions of the brand earning its global recognition.