Lawn Tennis Association

As the governing body of tennis in Britain, the LTA support those working directly in the sport, providing guidance, best practice, training and tools to enable them in their varied roles. They also invest in facilities, people and programmes across the country providing the public with greater opportunities to participate in tennis. They also run elite tennis from their base at the National Tennis Centre in Roehampton.

They are funded by the British government and a share of Wimbledon’s profits.

Whilst not wanting to create a new logo, the LTA asked us to rationalise their elements and build a more consistent and coherent identity.

After reviewing their logo, it was clear that there were a number of things wrong with it technically. Order of information, alignment and lack of modernity were all issues that we raised and showed them what we would do to evolve it. They were very happy to accommodate this.

The new visual language uses dynamic photography which captures the energy and power of tennis, combined with engaging headings in a modern, flowing font, a set of tennis court-inspired colours and a line device which helps to structure information.

There is a lot of passion in tennis, both of players, but also of tennis fans. so passionate language is used. We also introduced a hierarchy of information to literature covers, whereby titles are emotive and subtitles are descriptive and functional in support.

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