Miami Open

Miami Open

As the largest tennis tournament outside of the four grandslams the Miami Open is one of the most important events on both the ladies and men's tennis tours. With a recent new partnership with Sony, the Miami Open felt it was time to to reflect it's new future with a revised brand idenity. Inspired by the vibrant city and its occupants, Miami Open had an opportunity to stand apart from other more formal tennis tournaments with a event that looked and behaved like the city it called home.  

As the largest tennis tournament outside of the four grandslams the Miami Open is one of the most important events on both the ladies and men's tennis tours. With a recent new partnership with Sony, the Miami Open felt it was time to to reflect it's new future with a revised brand idenity. Inspired by the vibrant city and its occupants, Miami Open had an opportunity to stand apart from other more formal tennis tournaments with a event that looked and behaved like the city it called home.  

After identifying a unique brand truth and opportunity to de-formalise the world of tennis we created the positioning 'downtown tennis'. The response was a new logo inspired by the challenge of tennis by incoporprating two rackets, a new typeface inspired by the art deco typography of the city which was specifically drawn to work in digital applications and a vibrant palette that respresented the nightlife of Miami.

After identifying a unique brand truth and opportunity to de-formalise the world of tennis we created the positioning 'downtown tennis'. The response was a new logo inspired by the challenge of tennis by incoporprating two rackets, a new typeface inspired by the art deco typography of the city which was specifically drawn to work in digital applications and a vibrant palette that respresented the nightlife of Miami.