Celebrating its 50th year, the US Open Logo has changed. The logo was created by popular graphic design firm Chermayeff & Geismar & Haviv, is a streamlined and modernized version of the tournament’s iconic flaming ball logo, that was first introduced in 1997. The new US Open logo was designed to create a visual identity for the tournament that will last far into the future.
The New US Open Logo
“The new logo is bold and energetic and better captures and expresses the dynamism of the US Open,” said USTA Chief Marketing Officer Amy Choyne. “We have enjoyed 50 years of greatness, and our new visual identity will better carry us forward for the next 50 years.”
“This year’s US Open is almost a new experience with the Louis Armstrong Stadium completion,” added Nicole Kankam, Managing Director of Marketing at the USTA. “So it will feel like a new venue, a new site, a new experience, and I think the logo will be a great depiction of that.”
“This is a true milestone year for the USTA and the US Open,” said Katrina Adams, USTA Chairman of the Board and President. “With the completion of our five-year transformation of the USTA Billie Jean King National Tennis Center, we are now positioned to celebrate our tremendous history, while being poised for future growth.”
The Old US Open Logo
The old US Open logo is kind of hilariously ironic, it symbolizes flames of a fast flying tennis ball. However, over the last several years, the US Open has become one of the slowest hard court tournaments on the ATP and WTA tours. In fact, it’s nearly as slow as the French Open red clay. The US Open in 2017 showed a speed index of 36.2 where Roland Garros was a slow 21. In comparison, the 2017 Australian Open was at a quick 42 in the same index, and Wimbledon at 37 (lower bouncing though).
I think the new US Open Logo is a little retro and is just OK. I doesn’t speak to me as some fantastic, innovative, logo that screams tennis. It’s a little on the bland side of tournament logos. My favorite would be the Australian Open logo, simple and clean; gets right to the point.
What do you readers think?
The 2018 US Open begins August 27 and finishes Sunday, September 9th. Be sure to tune in!