New Logo In Celebration Of Its 50th Anniversary
US Open is one of the leading sporting events in the world with over 23 million fans.
First opened to professionals in 1968, the tournament marks its 50th anniversary this year. The United States Tennis Association (USTA) decided to celebrate with a new logo, designed by Chermayeff & Geismar & Haviv.
Some of the challenges that the previous mark received include complications when displayed on digital media, and not communicating the tournament as a premium sporting plus entertainment platform to the public.
The new streamlined logo is a modern take of the US Open’s iconic flaming ball graphic, which was created in 1997.
Chermayeff & Geismar & Haviv highlights the speeding tennis ball—representing energy, excitement and movement—but with a minimalist aesthetic that retains its flame.
The new logo is paired with the words “us open” in lowercase italics to exude a more contemporary vibe.
USTA Chief Marketing Officer Amy Choyne explained in a press release, “The new logo is bold and energetic and better captures and expresses the dynamism of the US Open. We have enjoyed 50 years of greatness, and our new visual identity will better carry us forward for the next 50 years.”
Limited edition merchandises carrying the new logo will be available for purchase this spring and summer.
US Open’s former logo