New logos, please: The ATP becomes latest tennis org to rebrand in 2025

New logos, please!

The ATP Tour has unveiled a new logo that’s “simplified and reimagined for the digital age,” making it the latest major tennis organization to debut a fresh visual identity in 2025.

On Wednesday, the governing body of men’s professional tennis revealed the sixth logo in its 54-year history. The update drops the word “Tour” from the previous design and retires the swinging forehand silhouette introduced in 2018.

Instead, the new mark keeps the familiar typography but adds a “curved trajectory that reflects the motion of a tennis ball in play.”

👉 Read More: WTA **makes call to 'rally the world' with 2025 rebrand**
👉 Read More: ITF to change name to World Tennis in bid for "clearer identity"

“Tennis is constantly evolving,” said Eno Polo, ATP CEO, in a statement. “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 ATP’s refresh marks the third major rebrand this year among tennis’ so-called “T7”: the sport’s three governing bodies (ATP, WTA, ITF—soon to be “World Tennis” in 2026) and the four Grand Slams (Australian Open, Roland Garros, Wimbledon, and the US Open).

Back in February, the WTA unveiled its first new logo and rebrand since 2020, launching it alongside the “Rally the World” campaign. Then in October, the International Tennis Federation announced it would rebrand to “World Tennis” to clarify its global identity and align with other international federations like World Athletics and World Aquatics.

“There’s a practical reason,” said Michael Sutton-Long, Tennis Channel’s Head of Creative. “Some of the old logos maybe are outdated or just don’t work on all formats. You need a logo that’s instantly recognizable and flexible—something that reads well on a phone screen, a TV broadcast, or a stadium banner. Brands need to evolve to stay relevant.”

“But beyond that,” he added, “tennis is cool again. There’s so much attention on the sport right now—everyone knows (Carlos) Alcaraz, (Jannik) Sinner, and Coco (Gauff). With new fans tuning in and new sponsors coming on board, this feels like the right moment for brands to evolve their visual identities."

Check out our roundup of the latest logo updates across the T7—from the Australian Open’s bold “AO” redesign to Wimbledon’s subtle tweaks that prove heritage can be just as powerful as reinvention.

International Tennis Federation

After announcing the brand revamp in October, the International Tennis Federation is set to be named “World Tennis” starting on January 1. A new visual identity will follow, set to be unveiled in the summer of 2026.

"World Tennis better reflects who we are today; the global governing body and guardian of tennis, working hard with our members to deliver tennis for life,” said ITF President David Haggerty.

“This evolution follows extensive consultation across the global tennis community and reflects our shared ambition to strengthen, unify and grow the game worldwide. We look forward to revealing our new identity and wider plans in the coming months.”

WTA Tour

The women's tour unveiled its own branding update in February, moving away from the silhouetted-player logo that defined its logo since 2020. Instead, the WTA leaned into bold, block letters in green and deep purple, while centering the story around individual players in its Rally the World campaign.

"The competitive landscape of sports and entertainment coupled with the ever-increasing momentum in women’s sport, create the perfect time to stand tall and take our leadership position alongside our incredible athletes and tournaments," said WTA CEO Portia Archer. "This bold new brand provides a distinct and powerful voice to tell our stories and showcase the WTA as the global sports and entertainment brand where women’s tennis shines."

Grand Slams

The Grand Slam logo boom took place during the mid-2010s, with both the Australian Open and US Open unveiling radical new brand identities—changes that left fans divided. Meanwhile, Roland Garros and Wimbledon—two majors that proudly lean into their history and heritage—have proved that sometimes less is more.