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US Open (tennis) introduces new logo for their 50th!


EvilChameleon
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http://www.usopen.org/en_US/news/articles/2018-03-20/2018-03-20_new_logo_unveiled_for_50th_anniversary_of_us_open.html

 



In celebration of the 50th anniversary of the US Open, the USTA has introduced a new logo for the event, designed to launch America’s Grand Slam toward its next 50 years.

The logo, created by renowned graphic design firm Chermayeff & Geismar & Haviv, is a streamlined and modernized version of the tournament’s iconic flaming ball logo, which was first introduced in 1997. This new logo was designed to create a visual identity for the tournament that will last far into the future.

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49 minutes ago, WSU151 said:

That little movie was kind of weird... "We're gonna drop in on Mahatta...sike! We're going to Queens!"

 

And then at the end, "we're going to focus in on Arthur Ashe Stadium... actually let's go out to Nassau County and fade to a blur!"

 

Strange... and that logo could not look more generic if it tried. Downgrade, TBH.

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Somehow still better than the Australian Open, which could be  a logo for literally anything.  Wimbledon is unreachable, but they should probably just go the Roland Garros route and try to copy that. In fact I would mind if all of the Grand Slam tournaments were standardized to roundels. Still, use  capital letters and it would be undeniably an upgrade

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I'd call it a lateral move, but only because there is so much wrong with the old one.

 

New -- lower case wordmark, alleged flaming tennis ball that doesn't really look like a tennis ball.

 

Old -- gradient in the yellow, 90s swoosh and (I don't know how I never noticed this before, but I can't unsee it) flames that go in the opposite direction from the motion implied by the swoosh.

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2 minutes ago, leopard88 said:

I'd call it a lateral move, but only because there is so much wrong with the old one.

 

New -- lower case wordmark, alleged flaming tennis ball that doesn't really look like a tennis ball.

 

Old -- gradient in the yellow, 90s swoosh and (I don't know how I never noticed this before, but I can't unsee it) flames that go in the opposite direction from the motion implied by the swoosh.

The flames and swoosh being opposites (emphasis yours) are what really ruin the now-old logo. With just the flame, it's stuck in the nineties, but acceptable. With just the swoosh, it's a little corporate, but acceptable. With both fighting each other, it's needed a change since the day they unveiled it.

 

The new one is... Acceptable. Lowercase is a weird choice, and it somehow already looks outdated. But at least we know which way the ball is going.

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