monopo London Rebrands YONEX All England Badminton Championships

The YONEX All England Open Badminton Championships, established in 1899 and recognized as the oldest badminton tournament globally, has undergone a brand identity overhaul by London-based creative agency monopo. This rebranding seeks to engage a younger, digitally-savvy audience while preserving the classic roundel logo. The updated color scheme merges traditional blue and green with vibrant neon shades and burnt orange. A shuttlecock motif acts as a flexible graphic element, complemented by bold italic sans-serif fonts featuring phrases like “All the action. All together. All of badminton.” The new branding will be unveiled at the tournament set for March 12-17, 2024, at Birmingham's Utilita Arena, with key contributions from Creative Director Mélanie Hubert-Crozet and Commercial Director Jenny Clark.