Image courtesy of Chermayeff & Geismar & Haviv
Call it a brand new serve. The Association of Tennis Professionals (ATP) has unveiled a redesigned logo and brand identity, its sixth in more than five decades. Balancing heritage with motion, the update is intended to meet the fast-paced demands of digital media while still honoring the sport’s legacy, with a visual nod to the flight of a tennis ball.
Developed by New York-based design studio Chermayeff & Geismar & Haviv (C&G&H), the refreshed ATP logo sheds its human silhouette for something sleeker: a dynamic curve that suggests both speed and precision.
by rrollins
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