Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Table Tennis X (TTX) by Brand Union

New

Reviewed Aug. 10, 2016 by Armin

Industry / Sports Tags /

Launched this week at the Olympics in Rio, TTX (Table Tennis X) is a new version of table tennis initiated by the International Table Tennis Federation (ITTF), the governing body for all international table tennis associations, to attract younger players to the game. TTX is meant to be, like, super exciting and fun with modified rules like sets being two minutes long, serving any which way you want, and having the option to yell “wildcard” before serving allowing the player to multiply their points. It really just sounds like drunken ping pong but let’s roll with it. The new identity for the sport has been designed by the Singapore office of Brand Union.

TTX introduction.
Beyond being a new sport, the TTX brand has been created with a lifestyle spirit at its heart, with the ambition of becoming a catalyst for disruption and high-level engagement within the category. The new identity, ‘Live the Beat’, uses a vibrant multi-coloured palette to convey the inclusive, diverse nature of the new format. Created for an ‘always-on audience’, all of the elements of the identity express the spontaneous, freestyle nature of the experience and its intended audiences.

Brand Union press release

New Logo and Identity for Table Tennis X (TTX) by Brand Union
Logo detail.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
Logo animation.

It has been a couple of decades since the rise of X-this and X-that for extreme versions of normal sports so it’s kind of fun, in an ironic nostalgic way, to see it again. The simple “T”s in the logo are offset by a wilder “X” that breaks from the baseline and x-height because it’s extreme. You could read into it that it reflects the bounce of the ball at fast paces. It’s a decent logo and remarkably restrained given how the rest of the identity plays out. Using the space to the right of the “X” to spurt different stuff starts to add some extreme-ness to it. Having a tame logo helps TTX play more like a little brother to ITTF (and its logo) instead of being more like the crazy cousin that smokes and carries a pocket knife.

New Logo and Identity for Table Tennis X (TTX) by Brand Union
New Logo and Identity for Table Tennis X (TTX) by Brand Union
Paddles.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
Posters.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
More sort of posters.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
New Logo and Identity for Table Tennis X (TTX) by Brand Union
Messaging and visuals.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
Rule book cover. Download PDF here.
New Logo and Identity for Table Tennis X (TTX) by Brand Union
This about sums it up.

In application, they have gone for a more-is-more-wait-we-need-some-more aesthetic that uses about three or five different visual tropes to generate excitement: there are halftone patterns, squiggly lines, radial motifs, brush lettering, silhouetted humans, and DIN condensed to tie it all together. It feels like it’s trying too hard to connect with young people. Overall, I’ll admit that there is a certain appeal to the whole look and it does manage to convey an extra burst of energy but, like the premise of TTX itself, it mostly leaves you scratching your head… 2 minutes at a time.

Your opinion…

On Logo


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Habito

New Logo for Habito
 
Spotted Sep. 20, 2017

New Logo for Shopbop

New Logo for Shopbop
 
Spotted Sep. 19, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017