The brand nods to the history of the sports while ensuring the games as they are played today are the main story. The endline, ‘A future built on history’ allows the brand to look forward while acknowledging this heritage.
The new logo combines the idea of ‘&’ with the crossed racquets of both games creating a uniquely ownable symbol for the games, underpinning efforts to be inclusive, and to grow the reach and appeal of the sports.
The graphic language is based around two key aspects of how both games are played: the many angles and choices of shots and the grand spaces they are played in. These spaces are evoked by graphic lines and rectangles that help add meaning and vibrancy to the imagery, as well as a bright new palette.
The refreshed font choice for the brand delivers both sporty and dynamic headers, with body copy that is both clean and readable.
These elements all combine to deliver a much stronger focus on the pace, skill and energy that comes from playing or watching these fantastic games.
HelloMorning delivered the new brand identity and assets, along with an online brand portal to keep the organisations game plan co-ordinated. PLAY!