The goal of this rebrand is to increase interest in Rogers Cup by having a greater focus on the history of the event. Rogers Cup is currently the 3rd oldest tournament (only Wimbledon and US Open are older) on the ATP tour. By referencing older design styles and colours as well as historic players, a sense of nostalgia is created that would increase excitement about the event.
Brand Strategy, Logo Creation
Illustrator, Photoshop, InDesign
The current Rogers Cup brand is very corporate, and while corporate sponsors are necessary at events like this, I believe there is an opportunity to tap into the heritage of the sport and the event in the branding.
The challenge was to create a more “historic” brand without looking dated and without losing Rogers completely. It is, after all, still called Rogers Cup.
I took inspiration from modern logos that reference vintage styles. I also looked to past styles and designs in the tennis world for ideas.
The redesigned logo is a reference to the lines on a tennis court, something that is timeless when it comes to tennis. The crest shape is also a reference to historic design. One can find a similar but more rounded shape in the centre of Canada’s coat of arms.
The logo uses red for two reasons. One, it was a requirement to stay on brand with Rogers, and two, it’s a Canadian tournament. Paired with navy blue, the colour palette references tennis clothing styles from the ‘80s.
The goal here was to connect the past to the present. By showing a historic tennis player next to a current player, viewers will appreciate the past as well as be excited about the present and future of tennis.
The focus was on Canada’s three up-and-coming young tennis stars: Felix Auger Aliassime, Bianca Andreescu, and Denis Shapovalov.