Mar 24, 2018
US Open ditches “complicated” identity for 50th anniversary https://www.designweek.co.uk/issues/19-25-march-2018/us-open-ditches-complicated-identity-for-50th-anniversary/#.WrWPvkidQqs.twitter
"The new logo sees the flaming ball evolved into a more abstract symbol, and is paired with italic, sans-serif typography. The name of the tournament is also linked together by a flipped round “u” and “n”.
“The result expresses the energy, spirit, and velocity of the flaming tennis ball and the US Open itself,” says Chermayeff & Geismar & Haviv, “while modernising the look, providing a more youthful appeal, and optimising the identity for applications on everything from apps and Instagram to billboards, print ads, and swag.”"