If something looks different to you on the WTA’s website, social media channels and on television over the last 24 hours, you’d be right: The tour released a new brand identity on Thursday, with a rallying cry that a tennis court is a stage for the world’s best athletes to perform.
Visually, the tour moved away from the silhouetted-player logo that defined it for the last half decade, instead shifting to bold, block letters in green and deep purple, while centering the story of each of the tour’s individual athletes. A press release by the WTA summarizing its “bold new brand identity” released Thursday says that “the spots present the court as, in fact, a stage on which the game’s greatest players perform, becoming their most powerful, influential and unfiltered selves.”
But the game’s top names like Aryna Sabalenka, Iga Swiatek, Zheng Qinwen, Coco Gauff and Mirra Andreeva. are not the only ones featured, with youngsters like American Iva Jovic, Alex Eala of the Philippines, and Turkey’s Zeynep Sonmez, who just won her first WTA singles title at the end of 2024, also among the players who received individualized spots.
