New ATP logo

Image credit: ATP

The ATP has just unveiled the sixth logo in its 54 year history. For the first time, the organisation has removed the male tennis player silhouette that has appeared in every previous version of its identity. It’s a bold design move, but also the right one, and an interesting case study in how sporting brands evolve.

As someone who works with branding every day, I really like the new direction. It’s clean, simple, modern and importantly, it looks current.

Designed by the agency Chermayeff & Geismar & Haviv, the new logo strips everything back to the essentials, which is the current trend. The ATP acronym remains, but the player figure has been replaced by a single curved trajectory line, representing the motion of a tennis ball.

Comparing the new version with the previous logos and the evolution becomes even clearer. Earlier logos now look far too busy and intricate, full of detail that doesn’t translate well across digital platforms, streaming graphics, or mobile-first viewing. The new version has none of that clutter. It’s flexible, scalable, and built for the formats today’s audiences actually use.

Previous versions of the logo

Image credit: ATP

The removal of the male figure is more than an aesthetic choice. Tennis is a global sport with a growing, diverse fanbase. By removing gender from the logo entirely, the ATP has created an identity that feels more inclusive and more universal – it also helps it’s simplicity.

Image credit: ATP The old and the new

In a time where major tennis organisations from the WTA to Wimbledon to the upcoming “World Tennis” identity are all modernising their own brands, this shift makes the ATP feel aligned with the sport’s future, not its past.

One of the most interesting points raised by ATP CEO Eno Polo is how much the sport, and how people consume it has changed:

“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 digital age demands something simple, flexible, and instantly readable wherever it’s to be seen:

• Phone screens

• Broadcast lower-thirds

• Social media icons.

• Merchandise

• Perimeter advertising boards

• Apps

• Data displays

The older logo wasn’t designed for this ecosystem – this new one is.

The logo is only one piece of a much wider brand update that will roll out during 2026. The ATP has already pushed into younger spaces with TikTok partnerships, faster-paced digital storytelling, and bolder marketing campaigns. The new identity lines up perfectly with that strategy.

It also follows a broader trend across tennis in 2025, with multiple major organisations refreshing their visual identities to keep pace with modern audiences. The sport is enjoying a surge of interest with new stars and new sponsors, and its branding is beginning to reflect that momentum.

This is what good branding does: it moves forward without losing itself. The new ATP logo respects the heritage of the organisation while giving it clarity, confidence, and contemporary relevance. It’s simpler, more iconic, and far more versatile – exactly the kind of thoughtful, progressive evolution that brands of all sizes can learn from.