As the sport’s governing body charged with growing the game, the former ITF was largely unknown and irrelevant to recreational players who today are embracing other “paddle sports” such as pickleball. Other tennis organizations, such as the Women’s Tennis Association—the professional women’s governing body—and the Association of Tennis Professionals—the governing organization for male professionals—had also upped their games in the past few years with striking new identities.
World Tennis needed to better explain why it existed. From the Storm Brand website: “We defined a more emotive positioning—‘Tennis for Life.’ We crafted an iconic new brand identity around the metaphor of being ‘the beating heart of tennis.’”
The new logo turns a fluorescent tennis ball into a stylized W that almost looks as though it is in flight. The rounded cut-shapes on either side of the ball appear again on the “r” in “World” and “T” in “Tennis.” Any curved letters in both words are very ball-like. Finally, the angle of the center cut through the W monogram is reused in patterning and other graphics.
