Problem: The current Roger’s Cup branding is too corporate
Solution: Let’s rebrand the event using vintage styles as inspiration
School Project | Personal Interest
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.
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.
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.