accompanying the united states tennis association’s (USTA) 50th year anniversary of the US open is a bold, new logo. a strong blue backdrop. a simple sans serif. all lowercased text. the golden-flamed tennis ball is gone and so is its trippy, red tail. graphic designers of the internet, what do you think?

us open rebrand
all images courtesy of chermayeff & geismar & haviv

 

 

the new US open logo — designed by renowned firm chermayeff & geismar & haviv — is a streamlined version of the tennis tournament’s flaming ball’d, thin-serif’d logo, first introduced in 1997, which explains the clip-art-style tennis ball. but the logo is just one of the outcomes of the USTA’s five-year transformation. the billie jean king national tennis center is also completed. together, the facility and the logo aim to create a visual identity for the tournament — a modernized identity, designed to stay in style well into the future.

us open rebrand

us open rebrand

us open rebrand

us open rebrand

us open rebrand

us open rebrand

us open rebrand

  • Those of ‘us” living outside of the USA may not be quick to interpret its abbreviation.

    Regina says:
  • Looks like the designer likes Orangina….

    Taffy says:
  • It’s always presumptuous to try to evaluate a mark without knowing anything about the goals for the design. But what the hell….. the new one is more sophisticated, and it looks less like it belongs on a 1950’s hot rod. It seems the problem was to create something that works well in small sizes, is memorable, friendly, action oriented, is easy to reproduce in embroidered applications. If so, it’s very successful. I like it.

    Josh Freeman says:
  • Me encanta/I love

    Manuel Ramos says:

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