Overview
- The new identity is the sixth ATP logo in 54 years, unveiled in London this week.
- The design removes the word “Tour” and the tennis-player figure, shifting to a swoosh that evokes a ball’s motion.
- Chermayeff & Geismar & Haviv developed the visual system to modernize presentation across broadcast, social media and merchandise.
- ATP says the update will roll out across its touchpoints in 2026 as part of a broader brand refresh.
- CEO Eno Polo frames the move as a push to engage younger, digital audiences, citing content partnerships with TikTok and Overtime and the ‘It All Adds Up’ campaign by Wieden+Kennedy.