February 2nd, 2004

Roger Federer becomes number 1 in the world, leading the ATP Rankings of the world's top tennis players. He will hold his position for 237 consecutive weeks and will be number 1 again in 2009 - 2010 and 2012. He has now retired.

February 2nd, 2023

We rebrand the Wingfield Restaurant in Wimbledon, now named after a bloke (the one in uniform) who helped popularise lawn tennis in 1860. Instead we name it after Roger Federer (the cool one), calling it simply Roger.

The logo consists of five colours. We have created a linear version as well as a circular one, which can be used in different ways and with variations of colour to brand anything we possibly can.

The font we use is a stencil designed by another number 1: Milton Glaser.

Federer had no wish for anything: he just took it as yet another match-winning challenge, this time over Major Walter Clopton Wingfield.