SBJ/February 20 - 26, 2006/Other News

USTA adding some heat to its new logo

Seeking to capitalize on the popular U.S. Open, the U.S. Tennis Association unrolls a new logo today that will incorporate the Open’s flaming tennis ball icon.

The USTA, which has a more than $200 million annual budget, manages a host of tennis programs and initiatives, including grassroots tennis development and recreational leagues, as well as pro events such as the Davis Cup and the U.S. Open Series.

But far and away the Open is the prized asset.

“By carrying the flaming ball icon through the entire brand identity system, we can better leverage fans’ emotional connection to the U.S. Open to all our programs,” said Michelle Wilson, managing director of marketing, Pro Tennis, in a press release due out this morning.

Branding consultant Siegel & Gale advised the USTA on the logo, while the creative was done in-house.

Hayes Roth, a branding expert with Landor Associates, applauds the USTA’s move. Too often, Roth said, organizations such as the USTA get carried away with logos and icons for different divisions, not understanding that outside consumers don’t care. By using the Open’s flaming ball, he said, fans will know that each USTA event is brought to you by the same group that stages the Open.

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