In March 2018, the US Open Tennis Championships served up a new logo to mark its 50th anniversary.

The brand’s former insignia – a mash-up of a tennis ball, flames, a red swoosh, and a serif font – was replaced with a fresh, sleek emblem.

The refreshed crest abandoned the swoosh and fused the other two pictorial elements – as well as using a lower-case sans serif typography – to achieve heightened clarity and symmetry, while still communicating the energy and movement associated with the annual event.

Nicole Kankam, managing director/marketing at the United States Tennis Association, suggested that changing a core brand asset – and one that has been in use for two decades – is not an exercise that should be pursued without due consideration.