Greener grass

Hat-trick have served up an interesting new brand identity for the famous Wimbledon tennis club.

The year 2011 marks the 125th time that the prestigious Wimbledon tennis championships take place. And the All England Lawn Tennis & Croquet Club, or simply Wimbledon, thought it time to give this quintessentially British establishment a brand identity overhaul.

Hat-trick Design were chosen to serve up the makeover, which focussed on aligning and re-energising the club’s identity in print and digital communications. Both Wimbledon and Hat-trick felt that there was a visible disconnect between the “state-of-the-art venue and hallowed status of the brand and the communication produced on its behalf”.

Hat-trick’s creative process included tidying up the logo to make it more legible and less dated. The club’s distinctive green and purple colourways were a retained though Hat-trick introduced a double stripe device featuring the colours for Wimbledon’s website and print communications.

As an institution steeped in heritage, Hat-trick were keen to convey the passion and mystique of this attribute. Before the Hat-trick revamp, the website did not feature any grass, a major selling point of the tournament since it is the only Grand Slam tournament still played on that sort of grass.

In addition to the website, Hat-trick also created some 400 pieces of literature for Wimbledon and  extensive brand guidelines for corporate, retail, digital, broadcast and third-party use.

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