How the US Open Tennis Championships served up a new logo

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

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 em

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