New logos, please: The ATP becomes latest tennis org to rebrand in 2025
Published: Nov 06, 2025
Arthur Jones
Writer
Check out our roundup of the latest logo updates across the T7—from the WTA's call to "rally the world" to Wimbledon's spot-the-difference tweaks.
New logos, please!
The ATP Tour has unveiled a new logo that’s “simplified and reimagined for the digital age,” making it the latest major tennis organization to debut a fresh visual identity in 2025.
On Wednesday, the governing body of men’s professional tennis revealed the sixth logo in its 54-year history. The update drops the word “Tour” from the previous design and retires the swinging forehand silhouette introduced in 2018.
Instead, the new mark keeps the familiar typography but adds a “curved trajectory that reflects the motion of a tennis ball in play.”
“Tennis is constantly evolving,” said Eno Polo, ATP CEO, in a statement. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”
The ATP’s refresh marks the third major rebrand this year among tennis’ so-called “T7”: the sport’s three governing bodies (ATP, WTA, ITF—soon to be “World Tennis” in 2026) and the four Grand Slams (Australian Open, Roland Garros, Wimbledon, and the US Open).
Back in February, the WTA unveiled its first new logo and rebrand since 2020, launching it alongside the “Rally the World” campaign. Then in October, the International Tennis Federation announced it would rebrand to “World Tennis” to clarify its global identity and align with other international federations like World Athletics and World Aquatics.
“There’s a practical reason,” said Michael Sutton-Long, Tennis Channel’s Head of Creative. “Some of the old logos maybe are outdated or just don’t work on all formats. You need a logo that’s instantly recognizable and flexible—something that reads well on a phone screen, a TV broadcast, or a stadium banner. Brands need to evolve to stay relevant.”
“Tennis is constantly evolving,” said Eno Polo, ATP CEO, in a statement. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”
The ATP’s refresh marks the third major rebrand this year among tennis’ so-called “T7”: the sport’s three governing bodies (ATP, WTA, ITF—soon to be “World Tennis” in 2026) and the four Grand Slams (Australian Open, Roland Garros, Wimbledon, and the US Open).
Back in February, the WTA unveiled its first new logo and rebrand since 2020, launching it alongside the “Rally the World” campaign. Then in October, the International Tennis Federation announced it would rebrand to “World Tennis” to clarify its global identity and align with other international federations like World Athletics and World Aquatics.
“There’s a practical reason,” said Michael Sutton-Long, Tennis Channel’s Head of Creative. “Some of the old logos maybe are outdated or just don’t work on all formats. You need a logo that’s instantly recognizable and flexible—something that reads well on a phone screen, a TV broadcast, or a stadium banner. Brands need to evolve to stay relevant.”
“But beyond that,” he added, “tennis is cool again. There’s so much attention on the sport right now—everyone knows (Carlos) Alcaraz, (Jannik) Sinner, and Coco (Gauff). With new fans tuning in and new sponsors coming on board, this feels like the right moment for brands to evolve their visual identities."
Check out our roundup of the latest logo updates across the T7—from the Australian Open’s bold “AO” redesign to Wimbledon’s subtle tweaks that prove heritage can be just as powerful as reinvention.
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