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USTA Unveils New Brand Identity

February 22, 2006 09:36 AM


USTA Florida’s New Brand Identity Links to US Open Flaming Ball Icon
New Brand Identity System Builds Consistency Throughout USTA
Linking Pro Tennis, Rec Tennis, USTA Membership, and USTA Sections

The USTA unveiled a new brand identity that creates a consistent and unified branded platform for all USTA programs and events. For the first time, the iconic flaming ball of the US Open will be integrated into the USTA logo to better connect the US Open to all USTA programs and sections.  USTA Florida’s new brand identity will link to the US Open Flaming Ball Icon and our grass roots programs to the highest level of the professional game.

The new brand identity further signifies the USTA's position as a progressive leader in driving the growth and appeal of tennis in the United States – from local communities to the US Open.  The new flaming ball and shield logo provides a consistent visual communication that links USTA programs – including the US Open, USTA Pro Circuit, USTA Leagues, USTA Jr. Team Tennis, USTA Membership, and, of course, the 17 USTA Sections, of which USTA Florida is the fifth largest.

“This new branding system creates a consistent identity linking all USTA professional and grassroots programs, while creating an aspirational brand to further grow the game," said Michelle Wilson, Managing Director of Marketing, Pro Tennis, USTA. "By carrying the flaming ball icon through the entire brand identity system, we can better leverage fans' emotional connection to the US Open to all our programs."

The new logo and brand identity is now being incorporated into all USTA materials, including USTA professional and recreational programs, USTA.com, USTA Magazine, and all USTA events. In addition, the new branding system will be incorporated throughout the 17 USTA Sections. The new logo will be prominently featured at the USTA National Tennis Center, home of the US Open.






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