ATP
Energy and power
Client:
ATP
Year:
2018
Type:
Creative Direction
,
Identity
"This revolutionises what we represent completely. You've have taken us from governing body of one sport to an entertainment brand ready to compete with the likes of F1, NBA and WWE."
Project Description
New era, new branding.
After 10 years the ATP wanted to update their brand identity to support their journey from ‘governing body’ to a ‘sports entertainment brand’. They wanted their brand world to be imbued with an energy and power – an embodiment of their leading players fit for the digital age.
Research indicated that not all sports fans would know that ATP was a tennis brand – so placing a visual of the sport directly in the logo made perfect sense. We also needed to make sure our logo was instantly recognisable while still working well with sub-logos and standalone brands.
Credits
Client
:
The Association of Tennis Professionals
Agency
:
Matta
Designer
:
Jon Scott
:
