Chermayeff & Geismar & Haviv has rebranded the Association of Tennis Professionals, which is the global governing body of men’s professional tennis.
The old logo features a tennis player at its center; the player’s racket forms the counter on the “P.” The player’s body is reversed out the logo, which creates the shape of the “T” and “P,” while the motion of the ball cuts through the center of the “A.”
The new design relies on the motion of an invisible ball to accomplish all of the above.
From the C&G&H website: “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.”