The ATP has unveiled a new logo and brand identity ahead of the 2026 season. This is the sixth iteration of the logo since its founding in 1972, and Studio Chermayeff & Geismar & Haviv has unified the brand language and established a modern visual framework.
The new logo is centered around a curved shape reminiscent of the trajectory of a ball, visually expressing the speed and energy of tennis. The silhouette of a tennis player from the previous logo has been removed, reinterpreted in a simplified form. The ATP explained, "We aimed for a design that is clearly recognizable across various digital environments, including broadcasting, social media, and merchandise.".
The new logo will be gradually implemented across all official channels, tournament venues, merchandise and broadcast graphics beginning with the 2026 season.
ATP stated that this change is part of a long-term strategy to expand its reach with younger generations and enhance the fan experience. To achieve this, it has expanded collaborations with platforms like TikTok and Overtime and launched the global "It All Adds Up" campaign. Furthermore, it has extended its partnership with IT company Infosys through 2026 and is pursuing innovations in the fan experience through AI and data analytics.
“Tennis is a constantly evolving sport, and our brand must evolve with it,” the ATP said. “The new logo symbolizes the precision, speed and constant movement of the tour.”.
