The Women’s Tennis Association is the governing body for women’s professional tennis. In 2010 the organization relaunched as a brand identity independent of its sponsors. WTA asked Chermayeff & Geismar & Haviv to design a logo to anchor this new campaign.

We created a symbol that emphasizes the letters W, T, and A. The new logotype is straightforward while also incorporating references to the sport: the oval shape of the mark alludes to both the imprint a tennis ball leaves on the court and the shape of a racquet.

In 2013, the WTA celebrated its 40th anniversary. We extended the previous visual identity to include “40 LOVE.”