Wimbledon has steadily evolved over the years, but still is trying to clutch to it's British roots and old tradition, instead of in my opinion embracing the future in more of an idealistic manner. The evolution of the logos showcases this, the recent rebrand by Hattrick actually disregarded serif and angular typefaces towards a sans-serif typeface which already has taken age off the logo and is much more successful.
As my practical is already quite an abstract concept of an international style application, I want to take the opportunity to perhaps step away from the existing logo and introduce a vision of something much more crisp and communicative, but also at risk of stepping away from tradition too much.
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This in improvement of the previous the racket and ball icons immediately communicate the sport of tennis, even to those who cannot read English which is important towards considered design.
Hat-Trick recently rebranded Wimbledon and the logo, reducing further decoration and inverting the lines on tennis racket and balls iconography, to create much more clarity and contrast. Works better at a variety of scales.
'The championship’s logo was tidied up to make it more legible and less dated. Howat says, ’The logo had evolved since it was first introduced, but the quality was terrible. We wanted to move it back to a classic look, as it was a bit 1970s-looking.’
Source: http://www.designweek.co.uk/hat-trick-rebrands-wimbledon-tennis-club/3025696.article
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