ATP unveils revamped logo and brand identity ahead of 2026 season | ATP Tour
ATP Tour
ATP unveils revamped logo and brand identity ahead of 2026 season
New logo simplified and redesigned for the digital age, enhancing versatility across platforms and products
November 5, 2025
ATP Tour
via press release
LONDON – The ATP has unveiled the latest evolution of its iconic logo – the sixth in its 54-year history. The refreshed design modernizes the ATP’s visual identity while retaining the tradition and spirit of men’s professional tennis.
Simplified and redesigned for the digital age, the new logo enhances versatility across platforms and products – from broadcast and social media to merchandise and tournament branding. The new logo is designed to convey the energy of movement, with its curved trajectory reflecting the movement of a tennis ball during play.
“Tennis is constantly evolving,” said ATP CEO Eno Polo. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new look captures the drama, precision and drive of the tour, connecting with today’s fans while inspiring the next generation to discover tennis for the first time.”
The evolution of the logo is part of a wider brand refresh that will be rolled out across ATP touchpoints in 2026. Developed by renowned design agency Chermayeff & Geismar & Haviv, the new system integrates ATP’s visual language to create a more cohesive and contemporary look for the sport.
The brand refresh is part of ATP’s long-term strategy to engage younger audiences and create deeper fan connections. Last year, ATP formed content partnerships with TikTok and Overtime and launched the global marketing campaign “It All Adds Up” developed by Wieden+Kennedy.
Together, these initiatives underscore the ATP’s commitment to evolving the way tennis is experienced: faster, more digitally, and more expressively than ever before.
