WTA Rolls Out New Logo At Season-Ending Event In Qatar

The New WTA Logo Incorporates Subtle References To The Sport With Oval Shape, Ball

The WTA yesterday launched a new logo designed to be more distinctive and modern. The new mark, created by Chermayeff & Geismar, places an emphasis on the letters W, T and A. The symbol 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. The new core brand identity will be fully integrated throughout the WTA and women’s tennis, including in TV graphics, print materials, tournament branding, advertising, promotion and digital and social media throughout the ’11 season (WTA). The WTA debuted the logo yesterday at the season-ending WTA Championship in Qatar, and the new mark is designed to "shift attention from sponsors to the tour itself." The logo until now "has included the WTA name along with main sponsor Sony Ericsson and a small graphic of a tennis player" (CP, 10/24). In Montreal, Stephanie Myles wrote, "We're presuming that 1) this redesign and the accompanying explanation cost the Tour a whole bunch of money and 2) that the yellow circle is a tennis ball, although it would be helpful if it had a few seams on it to make it actually look like one" (MONTREALGAZETTE.com, 10/24).