USTA Unveils New Brand Identity

February 21, 2006 09:07 AM

New Logo Integrates US Open "Flaming Ball" Icon for the First Time

New Brand Identity System Builds Consistency Throughout USTA Linking Pro Tennis, Recreational Tennis, USTA Membership, and USTA Sections

The USTA has unveiled a new brand identity that creates a consistent and unified branded platform for all USTA programs and events. For the first time, the iconic flaming ball of the US Open will be integrated into the USTA logo to better connect the US Open to all USTA programs.

The new brand identity further signifies the USTA’s position as a progressive leader in driving the growth and appeal of tennis in the United States - - from local communities to the highest level of the professional game. The new flaming ball and shield logo provides a consistent visual communication that links USTA programs - - including the US Open, USTA Pro Circuit, USTA Leagues, USTA Jr. Team Tennis, USTA Membership, and the 17 USTA Sections.

"This new branding system creates a consistent identity linking all USTA professional and grassroots programs, while creating an aspirational brand to further grow the game," said Michelle Wilson, Managing Director of Marketing, Pro Tennis, USTA. "By carrying the flaming ball icon through the entire brand identity system, we can better leverage fans’ emotional connection to the US Open to all our programs."

The new logo and brand identity is now being incorporated into all USTA materials, including USTA professional and recreational programs,, USTA Magazine, and all USTA events. In addition, the new branding system will be incorporated throughout the 17 USTA Sections. The new logo also will be prominently featured at the USTA National Tennis Center, home of the US Open.