BRANDING THE CENTENARY OF CENTRE COURT

We were honoured to be tasked with designing a logo/graphic device to celebrate the Centenary of Centre Court at The Championships, Wimbledon. The client required a graphic device to mark and elevate the celebrations of the Centenary of Centre Court that could be used consistently as a unifying element on all the communications alongside the Wimbledon branding. Heritage is part of the essence of Wimbledon which meant we needed the graphic device to pay homage to the history already created at Centre Court, but not in a way that alienates the future. As well as this, there was a desire to tell a story of the drama and emotion that Centre Court has hosted over the last 100 years.

We created a graphic device that utilised the typeface already used by AELTC. This helped create that sense of unification between this piece of design and the rest of the brand hierarchy. We introduced diagonal lines to flank the lettering which depicts the tramlines of the Court in a refined manor typical of the subtlety and elegance associated with Wimbledon. The crown-like decoration on top of the device represents the roof of Centre Court and also a nod to the future, another 100 years of this magnificent venue and event.