Association Of Tennis Professionals Swings Into Fast Future With Logo Redesign
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.
Images courtesy of Chermayeff & Geismar & Haviv
The minimalist swoosh captures the trajectory of a serve mid-flight, forming the central element of an identity system built for the age of streaming, social media, and multi-screen consumption. The goal, according to the ATP, is to deliver a mark that’s adaptable, energetic, and unmistakably tennis.
The overhaul suggests how the sport itself has evolved. As fans increasingly consume highlights on mobile platforms and engage through short-form content, the new ATP visual language had to better translate across screens, merchandise, and global tournaments. The figure of a player, a hallmark of earlier versions, struggled to maintain clarity in small formats, a limitation the new symbol aims to fix. The result, it seems, works as well on a phone screen as it does on center court.
Video via Chermayeff & Geismar & Haviv
Image courtesy of Chermayeff & Geismar & Haviv
ATP CEO Eno Polo said the change mirrors the sport’s constant motion and need for connection with new generations of fans.
Video via Chermayeff & Geismar & Haviv
“Tennis is constantly evolving,” explained Polo. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”
Image courtesy of Chermayeff & Geismar & Haviv
The redesign coincides with ATP’s ongoing efforts to reach younger audiences, building on recent partnerships with TikTok and Overtime, and expanding its global It All Adds Up campaign by Wieden+Kennedy. Together, these initiatives frame the organization’s effort to make men’s tennis more accessible, expressive, and digitally fluent.
Image courtesy of Chermayeff & Geismar & Haviv
Image courtesy of Chermayeff & Geismar & Haviv
The ATP acronym itself is now positioned as an emblem—simple, modern, and wearable—meant to represent both the athletes who define the tour and the fans who fuel it. The updated logo begins its rollout ahead of the 2026 season, keeping pace with the game’s natural swerves.
[via Chermayeff & Geismar & Haviv, images courtesy and featured with permission]
