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New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv

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Noted Aug. 29, 2018 by Armin

Industry / Sports Tags /

About

(Est. 1997) “Arthur Ashe Stadium is a tennis stadium located in the Queens borough of New York City. As part of the USTA Billie Jean King National Tennis Center, it is the main stadium of the US Open tennis tournament, the fourth and final Grand Slam tennis tournament of the calendar year — and is the largest tennis stadium in the world (by capacity), with a capacity of 23,771. The stadium is named after Arthur Ashe, winner of the 1968 inaugural US Open, the first in which professionals could compete.” (Wikipedia)

Design by

Chermayeff & Geismar & Haviv (New York, NY)

Related links

Chermayeff & Geismar & Haviv project page

Relevant quote
In 2018, as part of a major fiftieth anniversary initiative that included state-of-the-art facilities improvements, the USTA commissioned a new identity for Arthur Ashe Stadium. The elegant wordmark evokes the silhouette of the architecture and the building’s retractable roof. The new Stadium identity will increase the visibility and distinction of Arthur Ashe’s name to help expand public recognition of his distinguished legacy.

Chermayeff & Geismar & Haviv project page

Images (opinion after)
Logo proportions based on the stadium.
New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv
Logo.
New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv
Bag.
New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv
Hoodie.
New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv
Towel.
New Logo for Arthur Ashe Stadium by Chermayeff & Geismar & Haviv
Signage.
Opinion

In principle, this is a very straightforward and perhaps obvious solution but it’s perfectly done not just in its execution but also in its somewhat solemn aesthetic that makes it work as a quiet and strong logo for a stadium that doesn’t need to call too much attention to itself. There is a great balance between the curved lines of the roof and the typography underneath and the thickness of both elements is calibrated just right. I particularly like the tiny gap left between the the middle line and the two lines on the side that hints at the physical separation that exists in the stadium itself between the static parts of the roof and the retractable ones. Perhaps this is too much rhapsodizing about a stadium logo but I really like how this turned out. The applications are very forgettable and dry; wish there was more effort or better render contexts — staff polo, event program cover, trash cans — to show the logo off.

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