ATP unveils evolved logo and brand identity ahead of 2026 season

Simplified and reimagined for the digital age, the new logo enhances versatility across platforms and products

LONDON – The ATP has revealed the latest evolution of its iconic logo – the sixth in its 54-year history. The refreshed design modernises ATP’s visual identity while retaining the legacy and spirit that define men’s professional tennis.

Simplified and reimagined for the digital age, the new logo enhances versatility across platforms and products – from broadcast and social media to merchandise and tournament branding. The refreshed mark is designed to telegraph the energy of the sport, featuring a curved trajectory that reflects the motion of a tennis ball in play.

“Tennis is constantly evolving,” said Eno Polo, ATP CEO. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”

The logo evolution is part of a wider brand update, set to roll out across ATP touchpoints in 2026. Developed by renowned design agency Chermayeff & Geismar & Haviv, the new system consolidates the ATP’s visual language, 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, alongside its global marketing campaign ‘It All Adds Up’, developed by Wieden+Kennedy.

Together, these initiatives underscore ATP’s commitment to evolving the way tennis is experienced: faster, more digital, and more expressive than ever.

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