ATP, the organization responsible for men’s tennis worldwide, has carried out a brand update. The reason is obvious. The audience is expanding, interest in the game is growing, and the previous emblem no longer meets viewer expectations. The new mark is easy to perceive and adapted to a wide range of formats, from television broadcasts and social media to tournament merchandise and on-court elements, including the tennis net.
The old version, featuring a detailed silhouette of a tennis player, looked striking but caused significant issues. When scaled down, the image lost quality, details blended in small formats, and the overall look conflicted with the pace of the current visual environment. In the updated mark, the player figure was replaced by a different device. A ball passes through the letters ATP, with its trajectory cut into the letterforms. The flight begins in the A, moves through the T, and exits the P. With a different letter order, this approach would not work.
The previous logo had its own strengths, especially after abandoning overloaded gradients. The wave-like outline and the complex play of light and shadow on the athlete’s figure created a rich image. However, scaling issues and flaws in letter construction, including an overly heavy P and sharp connections between the A and T, gradually necessitated a new mark.
The new emblem retains the overall shape, slant, and use of negative space, but the player image is now fully part of the past. The composition has been reduced to a minimum, with the tennis ball taking the leading role. The flight path raises questions. The line looks somewhat artificial, especially at the exit point from the P. There is a preference for a softer curve and variation in stroke thickness. Despite these nuances, the first impression remains very pleasant and cohesive.
The update highlights ATP’s current position as tennis attracts global attention. The legacy required a careful approach, and the designers at the New York studio Chermayeff & Geismar & Haviv handled it well. From the United Cup in Australia to the season-ending Nitto ATP Finals in Turin, the mark accompanies the tour’s key events, including ATP Masters 1000, 500, and 250 tournaments, as well as the Grand Slam tournaments.