Since 2003, Roger Federer has sported a monogram on all tennis-related clothing. But now the intertwined “RF” is back. It’s big enough to be legible in photographs. And it’s everywhere: on Roger Federer’s shoes, his duffel, his jackets, his racquet cases. Forget all the subtle functions a monogram used to perform – discreetly personalizing a gentleman’s wardrobe, helping the servants sort the shirts. What three years ago seemed a plausible, if affected, style on the part of an athlete has now transformed this international tennis superstar into a master of personal branding.
Along the way fans and the media have speculated that the idea for the monogram had been his all along or whether his primary sponsor, Nike, made him do it.
The font – a slightly redrawn version of Bodoni, which with its cousin Didot, has been the basis for logos for Vogue, Giorgio Armani and Louis Vuitton – is a signifier of fashion at the high end, and here at birdsong gregory, our Charlotte branding agency is glad to see the stuffy old monogram emerge as clean, modern logo with loads of branding potential.
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