Branding the Slams
The U.S. Open logo changed several years ago and the current design references the excitement of tennis through the design of the golden fiery tennis ball zipping through the air… it feels both modern and American which befits both the U.S. Open itself, as well New York where it takes place! The Australian Open recently unveiled a new logo design, albeit one which is quite similar to its previous logo. What do the logos for each
of the Grand Slams tell you about the events? How are the logos similar and how is each unique? The new Australian Open logo retains the stunning “serving man in the sun” image, as well as the branding of the event as the “Grand Slam of Asia Pacific.” The classic-looking logo for the French Open is really a logo for “Roland Garros” and includes references to the clay courts and tennis through the orange and green coloring, as well as including the location, i.e. Paris, in the design. The French Open logo actually resembles a mark for a brand which is fitting for the Grand Slam held in a city renowned for its fashion houses. Wimbledon seems to maintain two logos although the second one (without the rackets) seems to be primarily used on merchandise and clothing. The primary Wimbledon logo includes the reference to the British term for the Grand Slam, i.e. “The Championships,” as well as the actual location for the event which bears its name, i.e. the town of Wimbledon! The green color resembles the grass courts and the old-fashioned style of the rackets in the design appropriately reflects the traditional style of Wimbledon.
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