The Women’s Tennis Association was founded in 1973 by tennis hero Billie Jean King to unite all women’s tennis tours and work toward equalizing prize monies between the men’s and women’s tours. Today, it represents more than 2,500 players in 100 countries competing for $146 million in prize money.
With its recently introduced new brand identity, created by ChapterX and Nomad Studios, the WTA has stepped up its mission once again: to be a leader in women’s sport and culture. At the center of the new identity is the strapline, “This is not a tennis court.” The court instead is a stage on which anyone can express one’s self.
The WTA’s new wordmark is stripped down from its previous logo, solid and leaning forward in anticipation. Its letterforms are built with sweeping, powerful strokes, suggesting the motion and impact of a player’s racquet. The brand palette is built from energetic shades of greens, referencing the court/stage on which professional tennis is played. (Visual from the ChapterX website.)
