WTA announce a complete new rebrand - new logo, campaign and tournament structure. They will now share the same tournament structure as the ATP.

Aussie Darcy

Bionic Poster
The WTA (Women’s Tennis Association) introduces a new corporate identity today, redefining 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 was founded in 1973 when Billie Jean King rallied the support of her like-minded colleagues to form an association that would evolve into what is today a membership body representing two equal-partner constituencies: the athletes and the tournaments. Nearly 50 years later, tennis is the leading global sport for women highlighted by some of the most recognizable names in all of sports, with 32 countries and regions represented in the Top 100 of the WTA Rankings.

The sense of collective purpose and empowerment shared by the Tour’s trailblazers and passed on to subsequent generations provides the creative inspiration for the new ‘WTA For The Game’ campaign. Developed for the WTA by design agency Landor Australia, the new brand identity and marketing campaign will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media.



New Logo
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. The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins. It also accentuates the fearless initiative taken by the WTA’s early founders who took control of their destiny and blazed a trail for the women of tennis today. The symbol makes subtle references to the sport’s global nature, framing the athlete within a circle that evokes the universal spirit of the WTA’s platform.

“The WTA is built on the grit, passion and determination of generations of athletes and tournament promoters,” said Micky Lawler, President of the WTA and head of marketing initiatives. “Our new logo embraces the visual language of tennis ad 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.”

Marketing Campaign: ‘WTA For The Game’
The ‘WTA For The Game’ campaign will be highlighted by several consumer touchpoints, including 30 and 60 second commercial spots as well as influencer stories that will be broadcast, published and posted across WTA player, tournament and affiliate channels. To enhance brand synergy while building consistency for tennis fans, tournaments will have access to a range of marketing collateral, with scope to feature a wide array of WTA athletes, to meet their individual promotional needs.

Using the slogan ‘WTA For The Game’ as a starting point, fans are provided new insights into the individual narratives of players as they describe the defining moments that have shaped their tennis journey and what gives their game purpose. Furthermore, a series of fan engagement activations will be released as the 2021 season begins. To see the latest brand and campaign stories, visit the WTA’s re-designed website and dedicated ‘WTA For The Game’ landing page here.


“From both the sporting and business perspective, we were inspired by the WTA’s inherent qualities of leadership, fearlessness and shared purpose, and aimed to deliver a brand strategy and visual platform that players and tournaments could use to amplify this powerful message,” said Jessica Murphy, General Manager of Landor Australia. “Fans are enthralled by individual skill and athleticism, but they also invest deeply in what motivates these head-turning women on and off court. Exploring these driving forces – the similarities and differences – is a key element of the brand.”

Revamped Tournament Categories
In planning this rebrand, the WTA worked with the ATP to create consistency and alignment across professional tennis. Starting in 2021, both Tours will share the same tournament tier and nomenclature system to create simplicity for fans and consumers. Moving forward, WTA events will now be categorized as WTA 1000 (incorporating the former Premier Mandatory and Premier 5 tournaments); WTA 500 (formerly Premier 700); WTA 250 (International); and WTA 125 (125K Series). The revised nomenclature is not tied to specific ranking points (which stay the same) or prize money, it is a categorical system to help define WTA tournament levels.

“Fans really respond to the unified approach which tennis is uniquely able to provide,” said Lawler. “We see it with ticket sales at combined women’s and men’s tournaments, viewership on shared broadcast platforms and the popularity of the ‘Tennis United’ digital content series co-created by the WTA and ATP amidst the challenges of 2020. Adopting this streamlined tournament naming system is 100% about making it easier for WTA fans, corporate partners and the media to engage and follow our sport.”

Click here to view the WTA’s new logo and ‘WTA For The Game’ landing page.


 

Mainad

Bionic Poster
Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last.

Just 1 question though: what the heck is a WTA 125? The equivalent of an ATP Challenger?
 

Aussie Darcy

Bionic Poster
They're circling the wagons, boys.

We're one step closer to unification of the rival factions. I, for one, am greatly looking forward to the forthcoming contests between man and woman.
I think it's more of a unified front to help each tour out. WTA needs the help now for branding and stars and the ATP will need the help in a few years when the big 3 are gone. But who knows anymore, 2020 has shown to be crazy and disruptive so maybe we'll see mixed :p
 

Aussie Darcy

Bionic Poster
Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last.

Just 1 question though: what the heck is a WTA 125? The equivalent of an ATP Challenger?
It's weird, it's technically a WTA title but it's below an international and if you win a 125K it says 125k next to it not just a flat WTA title. That being said, it's vieewed much higher than say an ITF 80+ tournament.
 

mbm0912

Hall of Fame
This should be the logo:

484bfbc0-2886-11eb-b7ff-dc99be9e28b6
 
D

Deleted member 771911

Guest
OMG. Where to begin. The logo looks like when you mess around on those free logo sites.
Why is Coco so prominent? It's so lazy to push her at this stage.
Where is Serena? Vika? Venus?
 

Bartelby

Bionic Poster
It's probably hard to signify 'woman' without resorting to a representation. The usage of purple does do such, but it's too subtle for most.
 

fed1

Professional
OMG. Where to begin. The logo looks like when you mess around on those free logo sites.
Why is Coco so prominent? It's so lazy to push her at this stage.
Where is Serena? Vika? Venus?
Serena barely plays the regular tour , Venus is on the 18th hole of the back nine of her career and Vika was barely winning matches up until September.
The tour should be pushing Simona, Bianca, Barty and Osaka, younger players who have already shown the ability to win on the biggest stages.
 

JadeC

Hall of Fame
That website is so...purple, too much of it. Don't like the new logo either. I don't follow the WTA as much, so recategorizing the tournaments to be the same as the ATP will make it easier to follow.
 

big ted

Legend
"The serve action pictured in the logo was given prominence for its literal and figurative significance to the WTA. The serve is the only shot in tennis where the player has absolute control and where the point begins. "

they should have made the return of serve the WTA logo, not their weakest stroke..
 

Bartelby

Bionic Poster
It was an upper middle class movement that made appeals to the monarch over the issue, so that's why purple may have been chosen in the UK.

Purple has been a royal colour since Roman times due to it being difficult to produce until a British chemist invented a synthetic version during the industrial revolution.

Didn't know purple was the "give white women the right to vote" color!!!
 

Cashman

Hall of Fame
Good to hear that the WTA will restructure their tournament categories in line with the ATP's much more rational definitions. I always found the distinction between Premier Mandatory and Premier unnecessarily irritating and confusing. I could never fully understand what was the equivalent of an ATP Masters 1000 and what wasn't. Thank goodness they will all be singing from the same hymn sheet at last.
Except that they are not adopting the same points system, so it will just become even more confusing.

The reason the ATP names their tournaments as such is because every ATP 1000 is worth 1000 points for the winner, ATP 500s are 500 points and 250s are 250 points.

WTA 1000 events will be worth a mix of 900 and 1000 points to the winner. WTA 500s will be worth 470 points and WTA 250s will be worth 280 points.

I don’t see the point in aligning the tournament names if you aren’t going to align their points values.
 

Bartelby

Bionic Poster
It makes marketing sense, if not good sense. This is undoubtedly a step toward unification.

If you changed the points value, then all the historical values would be out of whack. Maybe that was a consideration.

Aligning points will be done at unification, if and when it happens.

Except that they are not adopting the same points system, so it will just become even more confusing.

The reason the ATP names their tournaments as such is because every ATP 1000 is worth 1000 points for the winner, ATP 500s are 500 points and 250s are 250 points.

WTA 1000 events will be worth a mix of 900 and 1000 points to the winner. WTA 500s will be worth 470 points and WTA 250s will be worth 280 points.

I don’t see the point in aligning the tournament names if you aren’t going to align their points values.
 

Bartelby

Bionic Poster
What you are proposing is fake equality, and not true equality.

If the Olympics had one event, one ranking there would be virtually no female competitors.

Even good old Abe Lincoln would see the problem here?

I would love to see this happen. True equality, not fake equality. One tour, one ranking.
 
Serena barely plays the regular tour , Venus is on the 18th hole of the back nine of her career and Vika was barely winning matches up until September.
The tour should be pushing Simona, Bianca, Barty and Osaka, younger players who have already shown the ability to win on the biggest stages.
I completely agree!

I actually think the WTA finally has something good brewing with its collection of top players. Barty, Osaka, Kenin, Andreescu, Svitolina, with Halep and Pliskova as the veterans, is a rock solid group.
 

Aussie Darcy

Bionic Poster
Serena barely plays the regular tour , Venus is on the 18th hole of the back nine of her career and Vika was barely winning matches up until September.
The tour should be pushing Simona, Bianca, Barty and Osaka, younger players who have already shown the ability to win on the biggest stages.
100% correct. It’s clear from the marketing videos that they are focusing on the up and coming players to be the next big names in coming years. Andreescu. Barty, Osaka, Gauff, Halep. Venus, Serena and Vika won’t be around in 5-10 years time while the former names will hopefully be among the top. Think they’ve got the right idea working with the the ATP as I think both tours know we’re headed in a direction like we were in the late 90s early 2000’s where the big men’s names dropped off and the women began to outperform the name in terms of name recognition. You ask general people to name late 90s tennis players they’ll say Hingis and Kournikova well before they’d say Kuerten, Ivanesevic, Moya and Korda. The ATP are headed for a period where the big 3 drop off and players that win slams won’t have big name recognition potential ya Rublev or a Shapovalov. Meanwhile some like Osaka is already a global name and Barty, Anisimova, Andreescu are already getting their faces out there on the slam stage.
 

zipplock

Hall of Fame
What you are proposing is fake equality, and not true equality.

If the Olympics had one event, one ranking there would be virtually no female competitors.

Even good old Abe Lincoln would see the problem here?
Sounds like you're suggesting the women wouldn't be as good as the men. How sexist!!! That's not a very "2020" equal prize money attitude.
 

TagUrIt

Hall of Fame
I'm a huge fan of the WTA and I have no problem with what they're trying to accomplish. With the notoriety that some of the young guns like Osaka, Swiatek, Kenin to name a few are getting, now more than ever is the perfect time to launch a new campaign/direction. I don't expect everyone to agree or even like the change or the logo for that matter. For me, I'll always be a fan of the tremendously talented athletes! (y)

WTALogo.aspx


FB0D2BF2-8199-4678-98F6-AC98CBF606DE-750x400.jpeg
 

TagUrIt

Hall of Fame
I don't mind it! It's a bit purple but I like the serving motion. I found myself trying to figure out who it looked closest too.

Looks a bit like Pliskova, bit like Barty.
Just my take, but I honestly don't think it was modeled after anyone, just a female tennis player about to serve.
 

Robert F

Hall of Fame
The logo was modeled after Pam Shriver sans Perm-Fro.
To me it reminds of old Soviet symbolism.

The website looks like a fake/clone. Looks more like a junior high schooler's desing project "Remake your favorite website...."

Why not align the points now?
 

Cashman

Hall of Fame
No, Sampras has that title by a country mile.
Hell no.

Sampras’ serve is like that guy who wears a black silk necktie with evening dress. It might be fashionable, and it might even look good - but it’s just not elegant.
 

AM75

Hall of Fame
So as a part of the "Re-branding" the "progressive, extremely LGBTQAI+++ friendly" WTA will have a new tournament in Abu Dhabi, where Sharia rules, women are not counted for human beings and people are stoned to death and hanged for being gay. It would look like a "Sex and the City 2", but actually it's pretty sad, that the WTA has no moral issues and takes money from those who are willing to pay without even considering what it could mean.
 

jm1980

Talk Tennis Guru
Except that they are not adopting the same points system, so it will just become even more confusing.

The reason the ATP names their tournaments as such is because every ATP 1000 is worth 1000 points for the winner, ATP 500s are 500 points and 250s are 250 points.

WTA 1000 events will be worth a mix of 900 and 1000 points to the winner. WTA 500s will be worth 470 points and WTA 250s will be worth 280 points.

I don’t see the point in aligning the tournament names if you aren’t going to align their points values.
This makes no sense to me. Why bother renaming them at all then?
 
Am I the only one who likes the logo?

I really liked the previous WTA logo, so it will take me a while to warm to the rebrand.

With that said, I can see already see some practical advantages in the new logo.

The way they have locked up the "tour" positioning text with the WTA type helps the WTA logo work more efficiently in co-branding environments with the ATP Tour logo, which will be happening a lot more now.

For a truly global sporting organisation like the WTA, having a figurative symbol forming part of their logo elements really makes a lot of sense, too.

The only thing I didnt like about the old logo was the tennis ball forming the crossbar of the "A" in "WTA" so kind of suprised that made it to the rebrand. There is definitely an inescapable retro feel in rounded fonts with separations in the horizontal / crossbar of letters.

The colour system is an improvement over the previous version imo. Slightly less gendered than the hot pink and purple gradient of the previous colour system.
 
Top