The body governing men’s professional tennis is hoping they’ve aced it with their new logo and visual identity.
The Association of Tennis Professionals, or ATP, launched the new logo on Wednesday, November 5. Their goal was to modernize their visual identity “while retaining the legacy and spirit that define men’s professional tennis.”
Simplified and reimagined for the digital age, the new logo enhances versatility across platforms and products – from broadcast and social media to merchandise and tournament branding. The refreshed mark is designed to telegraph the energy of the sport, featuring a curved trajectory that reflects the motion of a tennis ball in play.
— ATP press release
The new logo is part of a wider brand update for the ATP, which was developed by New York-based design agency Chermayeff & Geismar & Haviv and will roll out in 2026. “The new system consolidates the ATP’s visual language, creating a more cohesive and contemporary look for the sport,” the ATP says.
This is the sixth logo the ATP has had since it was founded in 1972.
“Tennis is constantly evolving. 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.”
— Eno Polo, chief executive officer, ATP
The ATP’s rebranding comes less than a year after their women’s counterparts, the WTA, announced their own new brand identity.
