The Association of Tennis Professionals (ATP) has updated its visual identity, presenting the sixth logo in its 54-year history. The renovation modernizes the image of the entity, simplifying it and making it more versatile for all types of environments and formats, but maintaining both its legacy and the spirit and values that define men’s professional tennis.
This is what ATP itself points out, which has sought to reinvent the logo to adapt it to the digital era. The last update of the symbol took place in 2018. The one now presented seeks to be more versatile on all platforms and products, from broadcast channels to social networks, including merchandising and the image of tournaments.
The new logo dispenses for the first time with the silhouette of the tennis player, which has been present in various forms in the visual identity since the constitution of the ATP in 1972. Instead, the entity has opted for a transversal line that reflects the rapid movement of a tennis ball in play, a reflection that transmits the energy and dynamism of the sport.
“To keep pace with our international fan base, we need to tell our story with creativity and energy.“, commented Eno Polo, CEO of the ATP, in a statement. “Our new identity combines the drama, precision and dynamism of the circuit, contacting all current fans, as well as inspiring new generations to discover tennis for the first time.”.
The new logo is part of a deeper expansion of the brand image, which will be reflected in different touch points of the ATP by 2026. The new system has been developed by the agency Chermayeff & Geismar & Haviv, it seeks to constitute a more cohesive and contemporary image of tennis.
The ATP’s ultimate goal with the renewal of its visual identity is to improve the fan experience by making it faster, more digital and more expressive.
Along these lines, over the last few months the ATP has deployed a long-term strategy that seeks to connect the entity with the young public and consolidate deeper ties with tennis fans.
In this sense, this year the ATP has launched content collaborations on social networks such as TikTok or has developed the marketing campaign “It All Adds Up”, developed by Wieden+Kennedy London. With it he has sought to bring tennis closer to the general public and, to do so, he focused on the entertainment elements that characterize the sport and on current tennis stars, such as Novak Djokovic or Carlos Alcaraz; and on the other, in very dynamic visual codes aimed at capturing the attention of users on social networks.
