ATP unveils refreshed logo as part of wider brand update

The ATP has revealed the latest evolution of its logo -- the sixth in its 54-year history -- with the refreshed mark featuring a curved trajectory that reflects the motion of a tennis ball in play. The logo evolution is part of a wider brand update developed by agency Chermayeff & Geismar & Haviv and set to roll out across ATP touchpoints in 2026. The brand refresh is part of ATP’s long-term strategy to engage younger audiences and build deeper fan connections. Over the past year, ATP has launched content partnerships with TikTok and Overtime, alongside its global marketing campaign ‘It All Adds Up,’ developed by Wieden+Kennedy (ATP).