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The Women's Tennis Association (WTA) has launched a new logo. It is the cornerstone of the governing body's rebranding, as it re-assumes its original name following the move of Sony Ericsson from title sponsor to lead sponsor.
The design of the new brand image departs from conventional sport logos by not featuring a figure of a female tennis player, but rather putting the emphasis on the letters W, T, and A.
The symbol also incorporates subtle references to the sport: the oval shape of the mark is a reference 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.
“By diverging from the expected approach of featuring an image of an athlete, we created a mark that is unusual in professional sports, and its appropriately bold identity will over time come to recall the incredible athletes that represent women’s tennis,” said Chermayeff & Geismar Partner and designer Tom Geismar, who oversaw the design process.
The new core brand identity will be fully integrated throughout the WTA and women’s tennis, including in television graphics, print materials, tournament branding, advertising, promotion, and digital and social media in all its forms throughout the 2011 season. It can already be seen in Doha at this week's Sony Ericsson Championships, and will be present in Bali next week as Ana competes in the Commonwealth Bank Tournament of Champions.
"I like this new look," said Ana. "It's a fresh, clean logo, a little bit futuristic. They've done a really good job."