USTA
Organization Logo, Davis Cup Branding and Advertising
Organization Logo, Davis Cup Branding and Advertising
As the national governing body for the sport of tennis in the United States with a mission to "promote, develop and service the game of tennis," the USTA's board felt it was time to upgrade its image and take a more proactive approach in order to turn around the sport's declining fan base.
The game of tennis had taken a back seat to other professional sports in recent years. Research exposed that tennis had lost some relevance over the past decade, and had developed a stigma as a game for “sissies” and “rich country club” types.
The brand marketing efforts included several initiatives starting with refreshing the organization's brand mark; branding the USTA's Davis Cup Event; and developing an advertising campaign to promote a more engaging and inspirational image for the sport—maybe even inspire someone to dust of the racquet and get out and play.
The game of tennis had taken a back seat to other professional sports in recent years. Research exposed that tennis had lost some relevance over the past decade, and had developed a stigma as a game for “sissies” and “rich country club” types.
The brand marketing efforts included several initiatives starting with refreshing the organization's brand mark; branding the USTA's Davis Cup Event; and developing an advertising campaign to promote a more engaging and inspirational image for the sport—maybe even inspire someone to dust of the racquet and get out and play.
