Hey friends!

Welcome to the Topspin Sisters’ The Weekly Spin! I’m so happy you’re here. This newsletter shares weekly stories from the WTA world—because women’s tennis deserves more attention!

WTA was founded in 1973 by Billie Jean King in London. It was created to build equal opportunities for women in tennis. Over the decades, the WTA’s logo has changed and evolved through different phases, representing women’s professional tennis. It’s now a global entertainment brand with a massive international audience. It has the largest global reach in women’s sport.

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Since its founding, the WTA has rebranded several times—moving from a classic athletic figure silhouette to today’s simplified, custom wordmark. In this week’s newsletter, I’m taking a closer look at how the WTA logo has transformed over the years.

1973-2010: Classic Silhouette

The WTA’s first logo was a silhouette of a female player hitting a backhand with the WTA name over it. Although it’s not the most exciting logo out there, it met the needs and supported the tour’s early efforts for recognition and global growth. The design did its job in helping the tour get recognized and grow on a global stage. It feels less like a polished marketing piece and more like a proud announcement to the world that women’s tennis had arrived.

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2010-2020: Modern Look with Gradient

After nearly forty years, the WTA hit refresh in October 2010, unveiling a new logo at the year-end Championships in Doha. The redesign came from Chermayeff & Geismar—the same legendary studio behind the US Open and NBC logos.

This time, the player silhouette was gone, with all the focus on the “WTA” letters. The sans-serif type got a softer, rounded treatment, giving it a friendly, approachable feel while still keeping things clean and modern.

The whole thing was confident but straightforward—leaning into the brand name itself and adding just enough shape and color to make it playful and inviting.

2020-2025: WTA For the Game

After a decade of running with the minimal look, the WTA brought the athlete back into the scene. Designed by Landor Australia and paired with the campaign slogan “WTA For The Game,” the new logo reintroduced a serving silhouette, but in a way that felt more polished and intentional. It’s got a nice echo of the ATP logo with its athletic figure, but still keeps its personality.

The “WTA” wordmark itself got a subtle refresh—slight tweaks to the T and A, and tighter overall spacing that makes it feel more balanced. The color palette also got a clean-up, swapping the old gradient for a solid, confident bright purple.

2025-Present: Rally the World

The latest WTA logo was revealed in February 2025. Nomad Studio designed it in collaboration with ChapterX. The new logo launched alongside the campaign “Rally the World.”
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The new WTA logo keeps that familiar heritage purple, but gives it a fresher, modern feel. The player silhouette is out again, and in its place is a redesigned “WTA” wordmark. The curves suggest the flow and movement of a rally, while the sharper edges add a punch of power and energy—very much in line with the pace of the women’s game. It’s typography doing the heavy lifting here, which makes the whole thing feel cleaner and more confident.
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The rebrand didn’t stop at the logo. The WTA’s website and social feeds got a full glow-up, too, with a bright green gradient popping against the purple and smooth animations that add some emotional depth. The whole system is built around putting players front and center—not just as athletes, but as people with stories. It feels like they’re leaning into authenticity to connect with fans in a more human and relatable way.

Moving Forward

From an athlete silhouette to a pure typographic wordmark, the WTA’s logo has evolved right alongside the rise of women’s tennis. What started as a clear statement of identity has shifted toward spotlighting individual athletes and the stories behind them.

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Personally, I’m a fan of the latest visual identity—by weaving more emotion into the brand, it feels like it draws fans closer to both the game and the players. Sure, removing the symbol might disappoint some, but that’s the trade-off for a cleaner, more streamlined look. The energy and enthusiasm of women’s tennis will keep shaping and inspiring the WTA’s brand for years to come.

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