Project Overview
The Newcombe Medal is awarded by Tennis Australia to an individual who has reached a pinnacle of achievement. The identity and brand image was created by R-Co who collaborated with Charlwood Design to develop a unique outer presentation case design, which enabled the medal to be protected and also act as a display mount. The transparent, perspex shell case allowed the medal to be viewed when the case was closed, and enhanced the brand perception upon presentation.
Project Commissioner
Project Creator
Team
Richard Henderson, R-Co, CEO & Creative Director
Paul Charlwood, Charlwood Design, Industrial Design Director
Luca Abate, Charlwood Design, Industrial Designer
Peter Nedanovski, R-Co, Designer
Project Brief
Tennis Australia required the Newcombe Medal Award to be equivalent of other great sport awards such as the AFL Brownlow Medal and Cricket Australia’s Alan Border Medal. Named after John Newcombe, the legendary champion player, Davis Cup-winning Captain and outstanding attributer to the sport of Tennis, the Newcombe Medal program involved the design of visual identity and medal design. The identity was to be extended into a medal design, which is produced as an annual one off Award. At the event itself, the Newcombe Medal identity themed all expressions.
Project Need
Award presentations are traditionally influenced by heritage and references to the past. For this project, a contemporary approach was embraced. Innovative industrial design thinking resulted in a solution where the medal and its display case were harmonious in their partnership – each complimented the other. The half shell, into which the medal could be located for display, is a clever way to enhance the presentation. Careful selection of materials provided a tactile reinforcement of the John Newcombe Medal Identity, a unique presentation distinction and a memorable elevation of the Tennis Brand.
Design Challenge
From a brand design aspect, the challenge was to develop a Medal that conveyed the character of an Award reflecting the tradition of contribution, but also to create a Medal that was inspirational because of its contemporary design.
Sport branding is characterised by heritage and the passions of past glories. The success of the Newcombe Medal design was not just its eloquent solution, but that contemporary design thinking was allowed to flourish.
From a production aspect the mix of stainless steel, sterling silver and acrylic required different production processes and manufacture methods, allowing for various material tolerances.
Sustainability
The entire ‘The Newcombe Medal’ design concept used the central circular brand mark as the basis for all expressions – the medal presentation, corporate communications and the event collateral.
The medal itself is made from recyclable stainless steel with a sterling silver plate containing the winner’s name inserted into the reverse side. The recyclable blue translucent acrylic case is moulded and then machined to ensure its two parts fit perfectly into position as an elegant protective/display outer. Minimal components have used design innovation for impact.
Product Design - Sport and Leisure
This award recognises a component or overall product. Consideration given to aspects that relate to human usage, aesthetics, selection of components and materials, and the resolution of assembly, manufacturing and the overall function.
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