Association of Tennis Professionals

The Association of Tennis Professionals is the global governing body of men’s professional tennis, which organizes the ATP Tour and the ATP Challenger Tour of worldwide professional tennis events and competitions. We designed a bold, dynamic identity system, featuring at its center the abstract swoosh of a high-velocity tennis ball.

The new design responds to the opportunity of growing interest and audiences in the sport of tennis, which made the visibility and legibility of the ATP graphic identity—including the broad system of events, rankings, and points — more important than ever.

We began the identity transformation at the core: the ATP wordmark. The new logo builds on the energy and dynamism of the previous mark, simplifying and modernizing it while retaining the recognition. The figure of the player, which did not reduce well in digital or broadcast, was replaced with the idea of the ball’s trajectory.

Simplified and reimagined, the new logo enhances versatility across platforms and products—from broadcast and social media to merchandise and tournament branding, and even on the most challenging medium of the net. The new logo accentuates the dynamic essence of tennis with the strong, curved path of the ball passing through the letters. This graphic treatment could only be possible with these particular characters, in this specific order.

As part of our consideration of the ATP brand architecture, we recommended reducing the number of sub-brands and lockups to put the focus on the core ATP brand in order to maximize recognition. A simplified and rational brand architecture was designed, with special treatments for key public-facing brands like the new ATP No.1 Club.

The ATP acronym is now an icon—streamlined, aspirational, easy to use, easy to wear—an emblem that every audience can infuse with their own connection and relationship to the sport.