ATP unveils updated logo identity ahead of 2026 brand rollout

The men’s tennis tour is moving toward a clearer, more cohesive visual system – designed for the digital era and a younger global audience.

The ATP has introduced an updated version of its tour logo, marking the sixth evolution in the organization’s 54-year history. The new design simplifies and modernizes the visual identity while preserving the core character of the brand.

Compared with the previous mark, the refreshed logo features a cleaner structure and a more dynamic curved element, intended to evoke the motion and energy of a tennis ball in play. The redesign aims to improve clarity and adaptability across digital platforms, broadcast graphics, merchandise and tournament branding.

The new logo forms part of a wider brand identity update that will be rolled out across ATP touchpoints throughout 2026. The project was developed in collaboration with the design agency Chermayeff & Geismar & Haviv.

According to ATP CEO Eno Polo, the refreshed identity is intended to strengthen engagement with younger fans and present tennis with a more expressive, contemporary visual language.

Cover illustration: ATP