WTA introduces new corporate identity

The WTA underwent a comprehensive rebrand which includes a new logo, new marketing campaign and alignment of tournament tiers. 

The change came as a bit of surprise but it was done as an attempt to redefine the organization's strength as a collective unit of inspiring athletes and tournaments.  The launch also reveals a new 'WTA For The Game' campaign that highlights the driving forces of the sport, aimed at creating deeper fan connections. The rebranding, which includes the WTA’s first logo redesign in 10 years, coincides with the announcement of a simplified numerical naming system for WTA tournaments.

The WTA’s new brand image incorporates a dynamic reworking of the familiar letters W, T and A – with a tennis ball functioning as the crossbar of the A – and marks a return to a silhouette of a female tennis player. Micky Lawler, President of the WTA said of the change:

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters. Our new logo embraces the visual language of tennis and celebrates heroic women who come together ‘For The Game.’ We will wear it as a badge of pride and a reminder of the power of unity among strong individuals – by joining forces, we build something bigger than ourselves.”