ATP TOUR REBRAND
After 10 years, the ATP wanted to update their brand identity to support their journey from ‘governing body’ (of Mens Professional Tennis) to a ‘sports entertainment brand’.
They wanted their brand world to be imbued with an energy and power, almost an embodiment of their leading players.
We created a simple but original identity with integrated iconography that expresses the dynamism of the game, whilst offering a sense of progression and modernity. The player brought to life in the word mark is further complimented by secondary branding using the marking of the court in a modern yet abstract way.
Our research indicated that not all sports fans would know that the ATP was necessarily a tennis brand - so placing a visual of the sport directly in the logo made perfect sense.
“This revolutionises what we represent completely, MATTA have taken us from governing body of one sport to an entertainment brand ready to compete with the likes of F1, NBA ,and WWE." - George Ciz, SVP - Marketing & Sales