Arthur Ashe Stadium Nets New Identity

ASHEHEAD

As part of a 50th anniversary initiative, the US Tennis Association commissioned a new identity by brand design firm Chermayeff & Geismar & Haviv for The Arthur Ashe Stadium.

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The stadium is home to the recently-concluded U.S. Open Tennis Championships. An elegant wordmark evokes the silhouette of the architecture and the building’s retractable roof, while other elements of the new identity are intended to expand public recognition of Ashe’s legacy as the first African American to win the men’s singles at Wimbledon and the US Open, and the first African-American man to be ranked number one in the world. “Creating a distinct identity for Arthur Ashe Stadium is a way to honor and amplify the incredible legacy of this great player, person, and pioneer,” said Nicole Kankam, USTA’s Managing Director of Marketing.

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