New Logo Takes the Woman out of Women's Tennis Association

You know we love us some Chermayeff & Geismar around here (and that’s not just because we’re launching our first Print book title with them next fall). They just keep putting out solid design ideas year after year. And if you’re counting, that’s a lot of years.

Recently, the gentlemen put their particular spin on a new Women’s Tennis Association (WTA) logo. You can see the old version below on the left and the new one on the right. It’s a pretty radical departure, but as they so often do, the Chermayeff & Geismar team had good reasons for making the design choices they did. In a release, they stated that:

Instead of taking the conventional route of rendering a female tennis player, Chermayeff & Geismar’s solution was to create a symbol that puts the emphasis squarely on the letters W, T, and A. The new logotype is straightforward and simple while also incorporating subtle references to the sport: the oval shape of the mark alludes to both the imprint a tennis ball leaves on the court and to the shape of a racquet, while the yellow circle as the crossbar of the A recalls a tennis ball. The result will be immediately recognizable and functional in every media venue, whether writ large in a print ad or as a tiny icon on a mobile device, thus helping to build recognition for the Women’s Tennis Association.

Tom Geismar said, “By diverging from the expected approach of featuring an image of an athlete, we created a mark that is unusual in professional sports. It’s an appropriately bold identity to represent the incredible athletes that make up the WTA.”

We like it. What do you think?

10 thoughts on “New Logo Takes the Woman out of Women's Tennis Association

  1. Sydney Roberts

    I am not a fan of color gradations. And the type face reminds me of a panda bears. I have always admired Chermayeff and Giesmar from my years at art school in the 60s, so this is a departure for me. (The comment about the red period in the old logo made me smile as the yellow ball under the A reminded me of poop.)

  2. also Mindy!

    I agree with the comments, especially about the stale gradiant. It looks like something I could have made in Word Art, which demeans the women’s sport. The type is nice though, as is the tennis ball crossbar. Overall, I just don’t love it.

  3. Mindy

    I’m not entirely sure I like the new logo. If I were the graphic designer doing this project, I would still want to play around with the logo some more and add something that gives off a hint of a woman or maybe a skirt shape. Or even make one of the letters the shape of a woman. Something simple but brilliantly done.

  4. Stella Tran

    This felt uninspired and borrowed from the playbook of Wolff Olins (see: 2007 Wacom logo). The overt reference to the shape of a racquet is borderline corny. None of this communicates any of the energy and dynamism of what it means to play tennis. I don’t like the old version either but it’s more meaningful than the new one.

  5. Ryan

    Was this done to get the kind of attention that the GAP logo did? 
    I’m usually a fan of everything Chermayeff & Geismar. In this case though, it looks like they forgot who THEY are. Chermayeff & Geismar does not usually do things that look photoshop filtered. They also usually interpret the organization’s essence and translate that into the logo. This is not evident here, even with their explanation. The only indication this has anything to do with tennis is the yellow dot. Overall the logo reads more like something for public transportation… in Florida…

  6. Pingback: New logo for the Women’s Tennis Association | Pied Pica Press

  7. Sam

    Have to say that I’m not a fan. Not particularly fond of the old or new version. The new WTA logo is somewhat typical of Chermayeff & Geismar. But yes, it’s a women’s association so let’s make it pink and purple? The linear gradient is stale. I do admire the connectivity of the type and the yellow ball inside the ‘A’. Overall, the logo reminds me of a 1980’s radio station. I would have liked to have seen something more serious and driven for a women’s sports association. 

  8. Derek Oscarson

    It’s definitely successful if the goal is scalability (down). I’d have to see how it’s implemented in the branding. I don’t mind the original so it’s a lateral move for me. I think the color palette itself is feminine enough for it to read as a women’s organization without the female figure. Plus, as always simplicity rules in logo design, which this demonstrates. 
    Derek Oscarson