Australian Institute of Sports officially launches new identity and branding via Landor Associates

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Screen Shot 2014-02-04 at 7.57.57 am.pngGlobal brand consultants, Landor Associates has welcomed the official launch of a new identity for the Australian Institute of Sport (AIS).

With previous AIS branding unchanged since 1981, the Australian Sports Commission (ASC) appointed Landor in 2013 to develop a brand strategy for the AIS, a world leading, high-performance sports agency.

Working closely with leaders across the ASC and AIS, Landor developed a clear set of core brand values, refreshed positioning and new identity system that signals the brand’s bold intent. Gold has been selected as one of the core colours of the brand as it reflects the pursuit of gold for Australia.

‘Says Simon Hollingsworth, CEO Australian Sports Commission: ‘This new brand takes us into a new age for Australian high performance sport. The new positioning will effectively support Australia’s Winning Edge and will I hope, inspire many young Australians athletes.”

Says Dominic Walsh, MD, Landor Australia: “Australia has a rich sporting heritage and the new AIS brand identity represents the sporting ambitions of future generations.”

The new identity launches today at AIS facilities in Australia and Italy.