Brand Identity for Wimbledon
Wimbledon’s brand now holds tradition and chaos in the same system.
This project reimagines Wimbledon’s visual identity, balancing its storied heritage with a renewed sense of energy and modernity. Drawing inspiration from the tournament’s grounds, traditions, and atmosphere, the new brand system captures the tension between timeless elegance and the dynamic unpredictability of live sport.
Insights- Further’s core idea is “Forces at Play”: the identity is built on holding opposites in tension — tradition versus dynamism, quiet understatement versus passion, and timeless elegance versus the unpredictability of live sport.
- The system is designed to flex across the year: the typography stays restrained most of the time, then becomes more expressive during the Championships to match the event’s energy.
- Key visual cues come directly from Wimbledon’s environment and experience: a colour palette drawn from the grounds, grass textures, kinetic icon forms, and a floral point system referencing the blooms and precision landscaping.
- The client is the All England Lawn Tennis Club itself — this is the tournament’s own brand identity, not a sponsor, broadcaster or outfitter campaign — and the goal is to preserve institutional heritage while making the brand legible to a contemporary audience.
