Expert Opinion: It’s game, set and match for Wimbledon’s brand colours?

After a fortnight of action at the All England Tennis Club, including success for Stockport’s own Liam Broady, Stockport design and branding agency, Dawn Creative, explains what is behind Wimbledon’s iconic brand colours.

Instant recognition. It’s the holy grail for any brand. After all, what could be more satisfying than a consumer knowing exactly who you are.

And nothing gets them there quicker than your brand colours. You know how it works. You see a purple chocolate bar and know it’s Cadbury’s. That pink packet of crisps? Prawn cocktail, obviously. This is the power of colour in branding. So let’s get into the nitty-gritty of why certain brand colours work.

Refreshed branding to revitalise a sporting icon

Over the last couple of weeks, Wimbledon has served up some amazing tennis  – not to mention 190,900 portions of strawberries and cream! The tournament is a British icon. And its branding is recognised globally. But how did they come up with their palette? And what does it stand for?

You don’t need us to tell you what Wimbledon’s brand colours are. Purple and green are everywhere. From ticketing and signage to marketing and merch. But a few years ago, the All England Tennis Club (AETC) – the organisation in charge of the tournament – made the decision to give Wimbledon’s brand an update.

They knew the brand had challenges. Its image felt slightly old fashioned and the tone of voice out dated. Of course, the AETC didn’t want to lose Wimbledon’s heritage. They understood that consistency was key. But they knew the brand needed to evolve. Blending tradition with modernity was a tricky balancing act. So they worked with The Clearing, a branding strategy company, to evolve what the brand looked like and how they spoke. They wanted to bring the brand to life in a new way.

The brand colours picked in 1909 weren’t up for discussion. And why should they be? They’re part of Wimbledon’s DNA. They had to stay for the sake of continuity and reassurance. So how could the brand colours be moved on? The refresh brought In a flash of white to modernise the look and feel. And stripes were introduced to create consistent visual impact.  Anyone involved with creating materials for the brand has the AETC’s brand guidelines to lead them.

What’s the story behind Wimbledon’s brand colours?

Purple and green have been Wimbledon’s colours for over a century. Before this, they used blue, yellow, red and green – but discovered that this combination was almost identical to colours used by the Royal Marines. Around this time, Wimbledon was becoming more prominent. It wasn’t just part of the English summer season – it was growing on the international sporting calendar. The time was right to refresh the brand.

But why purple and green? There’s nothing in the Club records to explain what was behind the decision. But we can have a pretty good guess. Green suggests nature and outdoors, right? Healthy and wholesome – just like tennis. And purple feels regal, luxurious and exclusive. They’re an unusual combination. But who’s to argue? They perfectly sum up what Wimbledon stands for. Purple and green have become Wimbledon’s ownable brand colour combination. And it’s known globally, by tennis fans and casual onlookers.

But why add white? Just think about it – it’s another colour synonymous with Wimbledon. The AETC have remained consistent in their ask: players must wear white. The reason behind this is that in the 19th century, when tennis became popular, being seen to sweat was regarded as unseemly. White disguises perspiration much better than other colours. Simple, when you know!

So why are colours so crucial?

How you use brand colour depends on your industry. Colour can be an identifier – this means that brand and colour are pretty much inseparable. In the world of fast food, everyone knows what yellow and red stand for: They take you straight to the Golden Arches.

For companies focused on trends, however, consistent brand colours can be less important. One minute green’s big. The next you wouldn’t be seen dead in it. So their brand colours change and evolve along with fashions, keeping the company bang up to date.

And have you noticed that some clothing retailers avoid colour and go for neutrals, like black, white and grey? There’s a logical reason for this. And that’s to provide a versatile, consistent and unobtrusive backdrop for shifting trends.

Continue reading on the Dawn Creative website to learn how to select the best brand colours for your business.