Landor rebrands the Australian Institute of Sport

In Brand Identity, Brand Strategy, Corporate Identity, Landor, Sports by Dezomo

SYDNEY (February 3, 2014) –Global brand consultants Landor Associates officially launched a new identity for the Australian Institute of Sport (AIS) earlier this year.

In 2013, the Australian Sports Commission (ASC) appointed Landor to develop a brand strategy for the AIS, a world-class, high-performance sports agency which hadn’t changed its branding since its inception in 1981.

Working closely with leaders across the ASC and the AIS, Landor developed a clear set of core brand values, refreshed the brand’s positioning, and created a new identity system that signals the brand’s bold aims. Gold was selected as one of the core colours of the brand to reflect Australian athletes’ gold-medal aspirations.

Simon Hollingsworth, CEO of the ASC, said, “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 Australian athletes.”

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

The new identity launched on February 3 at AIS facilities in Australia and Italy. To watch the new identity system’s rollout, follow Landor Sydney’s blog:!/locations/sydney


Before rebrand

AIS.New brand

After rebrand













DezomoLandor rebrands the Australian Institute of Sport