Sorry USTA, but your 50 year anniversary celebrations are likely to be ever so slightly tarnished by the frankly lame new tournament logo unveiled this week.
Clearly the brief was to adopt a more modern l, minimal look and certainly one could argue that the old design was a little dated for reason I can’t quite pinpoint here.
But, whereas the Australian Open’s logo change a couple of years ago works, here it really doesnt. The first slam of the year has always had a more youthful, relaxed demeanor compared to the comparatively traditional and dare I say conservative feel of the other majors.
So even that then can be echoed in a simple logo design.
Expect 1997’s flaming tennis ball to be quietly and quickly reinstated for next year.