The Amer­i­can ten­nis event has a brand new iden­tity, cour­tesy of Cher­may­eff & Geis­mar & Ha­viv. Three cre­atives of­fer their views...

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Three per­spec­tives on the ten­nis tour­na­ment’s new iden­tity

SAGI HA­VIV Part­ner, Cher­may­eff & Geis­mar & Ha­viv www.cgh­

“For the 50th an­niver­sary of the US Open, the United States Ten­nis As­so­ci­a­tion de­cided to rein­vent its vis­ual iden­tity. The mark that had been used for 20 years – an il­lus­tra­tion of a flam­ing ball paired with thin serif type and a red swoosh – was a com­pli­cated image that had chal­lenges in dig­i­tal me­dia. What’s more there were sev­eral dif­fer­ent ver­sions, which made it dif­fi­cult to build recog­ni­tion.

The new mark is an evo­lu­tion of the flam­ing ball idea, dis­tilled to its essence to work as a sim­ple icon. The new mod­ern sym­bol is paired with an italic, lower-case, sans-serif ty­pog­ra­phy, with the name held to­gether by a flipped ‘u’ and ‘n’. The re­sult ex­presses the en­ergy, spirit, and ve­loc­ity of the flam­ing ten­nis ball and the tour­na­ment it­self, while mod­ernising the look, pro­vid­ing a more youth­ful ap­peal, and op­ti­mis­ing the iden­tity for use across mul­ti­ple ap­pli­ca­tions.”

TOM NEISH Cre­ative di­rec­tor, Junc­tion Stu­dio www.junc­tion-stu­

“You can­not be se­ri­ous? As nei­ther an Amer­i­can, nor a ten­nis spec­ta­tor, I hold no af­fec­tion for the old US Open logo. Hav­ing said that, I do guiltily en­joy the old flam­ing ten­nis ball: it might be ob­vi­ous and a lit­tle clumsy, but it does have per­son­al­ity. Which is more than can be said of the new logo from design pow­er­house Cher­may­eff & Geis­mar & Ha­viv.

I like the con­cept of tak­ing the lit­eral flame of the old logo and turn­ing it into a more re­al­is­tic streak of a ten­nis ball against the blue sky. But any dy­namism is in­stantly snuffed out by that bank-ish blue and bland ty­pog­ra­phy.”

ALEX BERKOWITZ De­signer and de­vel­oper

“The old iden­tity was bland and lacked en­ergy, de­spite the logo be­ing about 35 per cent flame. For the new look, some changes are more ef­fec­tive than oth­ers. The fiery ten­nis ball has evolved into a bril­liant ab­stract streak and the vi­brant new colour scheme adds some much-needed vi­tal­ity. Un­for­tu­nately, the word­mark falls a bit flat, with a trendy all-low­er­case cap­i­tal­i­sa­tion that lacks emo­tion and reads as ‘us open’.

Still, the italic font nicely echoes the motion of the ball and helps the mark feel co­he­sive. Over­all, I think this is a wel­come up­date, one that in­vokes an ath­letic spirit that was no­tably ab­sent be­fore. And that ten­nis ball is awe­some.”

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