Hey friends!

Welcome to this week’s edition of Topspin Sisters, where we explore the culture, branding, and visual identity shaping women’s tennis.

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This week, I like to share with you one of the nicest brand identity in the WTA tournament – the Credit One Charleston Open. In the article, I cover the history of the Charleston Open and explore the tournament's brand identity. I hope you enjoy it!

Beginning

I started Topspin Sisters this year to learn more about women’s tennis and use it as a journal to document my journey through words and design. During the first half of the year, I became involved in the women’s tennis social media community, especially on Instagram. The Credit One Charleston Open's post immediately caught my eye when it appeared in my feed. I couldn’t help but notice the high-quality design in every images and reels they shared. After exploring their website, I was impressed by the brand’s clean and elegant aesthetic. Additionally, I learned about the tournament’s rich history and its significant contributions to the development of women’s tennis. It was the first women’s tennis event to offer $100,000 in prize money.

History of the Credit One Charleston Open

The Credit One Charleston Open was started in 1973, the same year that the WTA was founded. The first company to step in and help carry forward the tournament was Family Circle magazine. They supported the tournament, which was then known as the Family Circle Cup. The tournament not only awarded the most significant prize money to a woman that year but also was the first women’s event to be broadcast on television. After 28 years, the tournament relocated from Hilton Head to Charleston, South Carolina, in 2001.

The Family Circle magazine continued to sponsor the tournament. It partnered with the city to build a tennis facility that provides the residents with one of the best tennis facilities in the area. After 42 years of contribution, The Family Circle Cup announced a new partnership with Volvo Car of North America. Volvo then became the title sponsor of the tournament, changing its name to Volvo Car Open in 2015. In 2021, the tournament announced a new title sponsorship with Credit One Bank, now known as the Credit One Charleston Open.

What sets it apart from other WTA tournaments?

Green sand

The green sand surface caught my eye immediately when I first watched the tournament on YouTube. The speed of playing on the green sand is supposed to be like a mix between a fast, hard court and a slow, traditional red clay court.

Historic background

It plays the pioneering role in women’s tennis and is the oldest women’s tennis tournament in the United States.

The location

Playing at the scenic location on Daniel Island adds a unique flavor to enjoying tennis, with the waterfront view and other outdoor amenities.

The culture

Apart from immersing yourself in Charleston’s rich history, the tournament offers more than just tennis; it also provides an opportunity to experience the city’s vibrant culture. For example, the Taste of Tennis event provided players and fans with a fun evening of food and entertainment.

Charleston Open’s Brand Identity

Tagline

Where The Court Meets The Coast.

Logo

The logo features the brand typeface Gilroy, with the primary sponsor, Credit One Bank's logo, positioned above it, alongside their symbol next to the logo. It has a good balance and hierarchy that allows the viewer to read the Charleston Open’s symbol and name first, then the sponsor’s logo. It doesn’t feel out of place to incorporate the sponsor’s logo. The symbol itself is clean and simple, with lines that represent a tennis ball.

Color

The color palette remains simple yet elegant, using soft purple as the primary color, complemented by white and black as secondary colors. The purple is prominent but subtle enough not to overpower the visual.

Typography

The brand typeface is mainly sticking to the Gilroy family, for instance, the brand logo, website headline and paragraph. Some of the place that wanted more highlight, they used Termina Bold with all cap.

Gilroy is a geometric sans serif typeface with a simple, modern feel. Its clean and legible design makes it look great on both digital and print applications. Most importantly, Gilroy captures the elegant essence of the Charleston Open, making it an ideal choice for the tournament. The typeface is consistently used in various brand materials, including the logo, website, and social media images.

Website Design

The website has well-organized content that is easy to find. I appreciate the small icon at the top right of the images, which shows the post type. It looks very sleek and modern, avoiding clutter. The overall design maintains consistency in typeface, image style with uniform rounded corners, and other elements. Its typesetting creates a clear hierarchy, making it easier for users to comprehend the content. It also provides excellent readability with adequate line spacing, ensuring the information is accessible and easy to absorb.

Social Media Page

The tournament’s official social media page is very organized, keeping all the highlights and match update stories at the top. The primary grid only posts videos and key hero shots. It helps provide instant match results, schedules, and shares the game’s highlights. Most importantly, it focuses on the players themselves, showing both on-court and off-court moments. This really helps the audience feel more engaged.

Summary

The Charleston Open’s visual identity sets itself apart from others, highlighting simplicity and elegance that reflect the tournament’s rich history. The design remains consistent across different platforms, including the website, social media, and banner design. It catches my attention with all these small details showcasing their branding. This is the tournament I hope to watch in person some day. I am looking forward to seeing how the brand identity evolves and develops.
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Thanks for reading! 🎾

If you enjoyed reading Topspin Sisters, I’d love for you to subscribe and share it with your friends! I can’t wait to catch up with you next week for another edition. Until then, play more tennis and enjoy watching matches! 😊

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