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Landor Australia undertakes rebranding of Women’s Tennis Association

Landor Australia undertakes rebranding of Women’s Tennis Association
January 16, 2021

The Women’s Tennis Association (WTA) has launched its first rebrand in over a decade - developed for the WTA by design agency Landor Australia whose clients also include Event Cinemas, Tennis Australia and Tourism Queensland.

The new brand identity and marketing campaign will be fully integrated across the WTA, including television graphics, print materials, tournament branding, advertising, promotion and digital and social media.

The new corporate identity redefines the organisation's strength as a collective unit of inspiring athletes and tournaments. The launch also reveals a new ‘WTA for the Game’ campaign that highlights the driving forces of the sport, aimed at creating deeper fan connections. The rebranding coincides with the announcement of a simplified numerical naming system for WTA tournaments.

WTA’s original shade of purple was retained and has been complemented by a new colour palette and suite of imagery that supports the brand message of power and determination.

Landor Melbourne General Manager, Jessica Murphy advised “our initial challenge was to work towards changing the brand position. The WTA was not founded on tradition. It’s made up of revolutionary women who challenge the status quo and continue to pave the way for those to come.

“This spirit guides the brand moving forward so we set out to reposition the WTA under the new brand idea ‘The Power of Association’, which is all about unleashing and uniting the competitive power of women. With this idea we have brought together all the key elements – the association, the players and the fans – that make the WTA such a powerful force, signifying a new era for the sporting body.”

The WTA was founded in 1973 when Billie Jean King rallied the support of her like-minded colleagues to form an association that would evolve into what is today a membership body representing two equal-partner constituencies: the athletes and the tournaments. Nearly 50 years later, tennis is the leading global sport for women highlighted by some of the most recognisable names in all of sports, with 32 countries and regions represented in the Top 100 of the WTA Rankings.

For more information on Landor Australia go to

Image courtesy of

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