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

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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?

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