Andy Murray’s new logo is…different

The new Andy Murray branding has been unveiled, due to be worn for the first time during the Brit’s Australian Open campaign. The design combines Murray’s initials and his beloved number 77. It had been 77 years since a British man won Wimbledon when Murray became Champion in 2013. The date of the victory was 7/7.

The use of initials and numbers as personal branding has worked well for players in the past – Roger Federer elegantly combined RF for his much-worn logo, while Venus Williams has a fetching ‘V’ formed of two ‘1’ figures for her brand EleVen. So, in theory, the logo design sounds pretty solid.

In practice, it looks like this:

It’s not entirely without virtue. If you look at it long enough, you can turn it into a fun optical illusion: the white bars are the foreground…now the black bars…now the white bars…

Maybe this is a tactic for on the court? Distract the eyes of the opponent?

Murray looks in good form going into the Australian Open, a slam title that has so far evaded him. So, let’s not begrudge whatever help this pixelated-arcade-game monstrosity can offer him.

You be you, AM-77.

Andrew can be found in the mountains of Switzerland, watching tennis and trying not to eat too much Swiss cheese. You can follow him on twitter @BackSwings

• All posts by Andrew Eccles
• Website
• Twitter