Chermayeff & Geismar & Haviv’s Design for Women’s Tennis

If you’ve been keeping up with the action at the 2013 Wimbledon Championships, you may have caught a glimpse of the new ad campaign and logo Chermayeff & Geismar & Haviv created for the Women’s Tennis Association. The WTA’s decision to change things up a bit stems from the fact that 2013 marks the group’s 40th anniversary. Created in 1973 by Billie Jean King, the association wanted to “promote its four decades of achievements in the realm of women’s professional sports.” It trusted Chermayeff & Geismar & Haviv, a firm credited with designing iconic logos such as those for NBC, Chase and Mobile, with the job.


The campaign launched at Wimbledon and will be used throughout the year. It features modern women tennis players in action shots alongside the professional trailblazers of the past. The slogan reads “Forty years of breaking barriers. Thank you for inspiring us,” while the logo incorporates 40-love, a play on both the tennis scoring system and the anniversary year.


Firm partner Sagi Haviv explained the final look by saying:

The ’40 Love’ pun paired with the WTA primary trademark highlights the anniversary while keeping the focus on the core identity. The ad campaign, pairing past and present athletes, plays on the ideas of motion and passage of time.



Need some inspiration in order to create a logo as effective as the one for the WTA’s 40th anniversary? Check out the HOW’s Inside Logo Design digital download.

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