tennis' US open gets a sans serif, lowercase rebrand

accompanying the united states tennis association’s (USTA) 50th year anniversary of the US open is a bold, new logo. a strong blue backdrop. a simple sans serif. all lowercased text. the golden-flamed tennis ball is gone and so is its trippy, red tail. graphic designers of the internet, what do you think?

all images courtesy of chermayeff & geismar & haviv

the new US open logo — designed by renowned firm chermayeff & geismar & haviv — is a streamlined version of the tennis tournament’s flaming ball’d, thin-serif’d logo, first introduced in 1997, which explains the clip-art-style tennis ball. but the logo is just one of the outcomes of the USTA’s five-year transformation. the billie jean king national tennis center is also completed. together, the facility and the logo aim to create a visual identity for the tournament — a modernized identity, designed to stay in style well into the future.