LONDON – The ATP has unveiled the latest evolution of its iconic logo – the sixth in its 54-year history. The updated design modernizes ATP’s visual identity while retaining the legacy and spirit that define professional men’s tennis.
Simplified and redesigned for the digital age, the new logo increases versatility across platforms and products – from broadcast and social media to merchandise and tournament branding. The updated mark is designed to telegraph the energy of the sport, with a curved trajectory that mirrors the movement of a tennis ball during play.
“Tennis is constantly evolving,” says Eno Polo, CEO of ATP. “To keep pace with our global fanbase, we must tell our story with creativity and energy. Our new identity reflects the drama, precision and momentum of the Tour, connecting us to today’s fans while inspiring the next generation discovering tennis for the first time.”
The logo evolution is part of a wider brand update, which will be rolled out across all ATP touchpoints in 2026. Developed by renowned design firm Chermayeff & Geismar & Haviv, the new system consolidates the visual language of the ATP, creating 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 build deeper fan connections. Over the past year, ATP has launched content partnerships with TikTok and Overtime, in addition to the “It All Adds Up” global marketing campaign developed by Wieden+Kennedy.
Together, these initiatives underline ATP’s commitment to evolving the way tennis is experienced: faster, more digital and more expressive than ever.
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