On Tuesday, the USTA announced an array of special events and activities as it celebrates the 50th anniversary of the U.S. Open.
“This is a true milestone year for the USTA and the U.S. Open,” said Katrina Adams, USTA Chairman of the Board and President. “With the completion of our five-year transformation of the USTA Billie Jean King National Tennis Center, we are now positioned to celebrate our tremendous history, while being poised for future growth.”
One of the first initiatives is the unveiling of a new logo for the event, which was created by graphic design firm Chermayeff & Geismar & Havivi.
“The new logo is bold and energetic, and better captures and expresses the dynamism of the U.S. Open,” said Amy Choyne, USTA Chief Marketing Officer. “We have enjoyed 50 years of greatness and our new visual identity will better carry us forward for the next 50 years.”
In addition to the new logo, the USTA has also announced other plans. From Tuesday’s press release:
“A full line of products featuring the new logo will be available this spring and summer, and the USTA is also working with its licensees to create specific 50th Anniversary merchandise and products.
In addition, the USTA is working with the noted publisher of art and graphic books, Abrams Publishing, to create a 50th Anniversary book that captures the comprehensive history of the tournament and its champions.
Digitally, the USTA is producing a host of 50th Anniversary programming for its broadcast partners, websites and social channels. In conjunction with the introduction of the new logo, the USTA and long-time technology partner IBM will fully redesign USOpen.org to echo the innovative style of the new mark. Additionally, the USTA will create a 50th Anniversary docu-series featuring a number of 15-minute thematic episodes. Each episode will be themed to major accomplishments and innovations over the 50-year span of the tournament, including equal prize money for women and men, the introduction of technological innovations to the game, the elevation of the on-site fan experience, and other topics. A second series of vignettes, tied to the Built for Glory campaign, also will be produced and offered to US Open domestic and international broadcast partners. The fast-paced pieces will capture the entire US Open experience, from the top players, to celebrity chefs to great historic moments.
This year also marks the conclusion of the five-year strategic transformation of the USTA Billie Jean King National Tennis Center. The new Louis Armstrong Stadium, a state-of-the-art, 14,000 seat stadium with a retractable roof will debut at the 2018 US Open. In addition to the new Louis Armstrong, the $600M transformation includes two new stadiums, a retractable roof over Arthur Ashe Stadium, and completely redesigned grounds that have improved the US Open experience for players and fans alike.
The 2018 US Open begins on Monday, August 27 and runs through Monday, September 9. A full schedule of US Open 50th Anniversary events will be released this summer.”
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