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Rate New Logo (1 to 5, from Bad to Great)

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The New AO Logo

6K views 71 replies 48 participants last post by  Down Underdog 
#1 · (Edited)
There is one interesting thing this upcoming AO that is a big change after 20 or so years...its logo!

What can you say about it? Just knew about the chance when I checked on AO's Twitter page I think last US Open, where it was just simply "AO". I miss the serving guy, especially the mystery on who is that guy based upon (ranging from Lendl to even Fed at times :lol:). The logo seems to be using the current style of making logos as simple as possible for some reason (see google and the likes -- basic colors, practically no color depth and just flat looking). Do you like the change or do you think again, this may be another unnecessary change for the "millennial era"



Do you think other Slams would follow suit with less stylized text? Will RG just be "RG", will Wimbledon somehow just write "SW19"? :lol: What about the USO...just text with USO in it with probably a silhouette of the current logo's blazing ball? Not sure if it is a good thing to change them.
 
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#8 ·
Shit logo.
 
#11 ·
Djokovic will adapt to it faster than everyone else.
 
#12 ·
Bland. I hope they do not change the Melbourne on the court at least.
 
#16 ·
The silhouette was a fantastic logo. It made me want to squint and sweat -- the embodiment of the Australian Open. It provides elements of drama, struggle, majesty, grace, environment, and even some basic info (i.e. tennis...) at a glance.

The new logo... might as well represent a household appliance maker.
 
#18 ·
Agree, also I've heard that the image was of the great Stefan Edberg serving.

The new logo, as others have suggested was probably expensive and is just bland.
 
#17 ·
I really like the new logo
Establishes the AO as the most modern slam, which it is already, but now it's conveyed by the new branding
It makes USO look 20th century
Wim is great as it is because of the unique color palette
RG is so bland I can't even be sure that there is a proper logo
 
#20 ·
 
#22 ·
Exactly.

Old Logo was iconic (pun unintended). New logo is boring as hell.
 
#23 · (Edited)
At this rate ATP's underarm guy will disappear only having ATP at the end. That being said, they are using it on their apps that will make it easier to fit in the icon than the old logo (although maybe they could use the serving man instead, I guess). Maybe that is the reason for the changes -- more compact to put in smartphones and websites. Loses the art for functionality, which still could be done at the same time. I find it interesting though that they are acknowledging a nickname for their main logo.
 
#24 · (Edited)
Very modern logo by the Australian Open. While I didn't like it at first, it is growing on me.

Old logo is definitely recognisable, but contains a few anti-logo traits: gradients, multiple colours, fine details (serving man muscles), odd border shape.

Good decision by the AO to go with this new design to represent its modern and developed slam. It's flat, minimalistic, monochromatic, very sleek, and easily recreatable. Logo works great for the digital world which they are starting to push more and more.
 
#25 ·
@Phenomenadal You're quite a digital artiste. Do you have any comments why do logo makers lately go with a flat, straight lined design now? I get the notion at times that "flatter means better" in terms of technology but I wonder if it applies on art. Yahoo!, Google, now AO...why do they want to make it as generic as possible?
 
#27 · (Edited)
Just my speculation but maybe it's something to do with the fact that mobile internet usage have grown significantly in recent years. Simple, flat looking logos look clean, easier to recognize on those smallish screen and taking less space/consume fewer data is a bonus. They turned the new logo into a hashtag emoji seamlessly, which I don't think was a coincidence.
 
#34 ·
Why not change the text to the modern one but keep the graphic of the serving tennis player? even if you simplify it a bit. It's just lacking any personality now. Looks like a logo for a cellphone company or something

How about:... AO ¯\_(ツ)_/¯
A:p
 
#35 ·
Just spent half an hour in Microsoft Paint to come up with two ways to keep the "tennis" in the AO logo:



I like the second one. :)
 
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