The All England Lawn Tennis Club established the Wimbledon Foundation at the end of June in order to consolidate its charitable and community-centred activities. The new body will allow for a more cohesive and coordinated approach to the Club’s charitable and development work.

With a number of programmes already in place, the Foundation’s work has been evident throughout this year’s Championships thanks to branding by Hat-Trick Design. The agency, which rebranded Wimbledon itself in 2011, developed a wordmark featuring the signature purple and green colours in a ribbon-like greater-than symbol.

Philip Brook, chairman of the All England Club and The Championships, says, “The establishment of the Wimbledon Foundation will provide a proactive framework for the enhancement and co-ordination of our community, charity and development activities and is an exciting and important development for The Championships, the Club and our Members.”

The Foundation was designed to operate within the Wimbledon brand but as a distinct entity representing a force for good. The branding will be rolled out across Wimbledon’s digital properties - including online TV - print collateral and uniforms. The All England Club is hoping to use a network of famous players as brand ambassadors to help expand and promote the Foundation’s activities in future.