Landor rebrands the Australian Institute of Sport

SYDNEY (February 3, 2014) –Global brand consultant Landor today welcomed the official launch of a new identity for the Australian Institute of Sport (AIS).

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

New era, new brand

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 of 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:

About Landor

As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and digital and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Barclays, Bayer, BMW, BP, Diageo, FedEx, GE, Intuit, Kraft Foods, Procter & Gamble, Samsung, Singapore Airlines, and Taj Group.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit and follow Landor on LinkedInFacebookTwitter, and Instagram.


© 2014 Landor. All rights reserved.