The Association of Tennis Professionals (ATP) has revealed a new logo and a refreshed visual identity that will come to life from the next tennis season. The sixth version of the logo in the organization's 54-year history brings a simpler, more modern design, adapted to the digital age, designed to work on different platforms - "from television broadcasts and social networks to branded merchandise and tournaments", according to the ATP press release. With this redesign, ATP tries to modernize its visual identity, while maintaining the tradition and spirit of professional men's tennis.
The new logo has a simpler and more contemporary look, and includes a curved line that symbolizes the movement of the tennis ball in play. This is the first time that the logo does not show the outline of the player and racket, as was the case in all previous versions. The previous version of the logo was in use from 2018.
Drama, precision, rhythm
"Tennis is constantly evolving," said Eno Polo, CEO of the ATP. "To engage with our global audience, we must tell our story with creativity and energy. The new identity reflects the drama, precision and rhythm of the Tour, connecting with today's fans and inspiring a new generation just discovering tennis."
The design is signed by the renowned agency Chermayeff & Geismar & Haviv, while the brand refresh is part of ATP's broader strategy to reach out to a younger audience. In the last year, the organization launched a collaboration with TikTok and Overtime, as well as a global campaign "It All Adds Up" in partnership with the agency Wieden+Kennedy.
However, not everyone is enthusiastic about the new identity. Commentators on social networks warn that advertising and marketing agencies are "slowly making all brands look the same" and that "brands are losing their identity and recognition" because they are adapting to the same minimalist style, a trend that has dominated contemporary design for some time.
