A logo is for representation. However, on Thursday, the WTA rebranded its logo as it unveiled a bold new brand identity for a new era, shaped by players, fans, and partners worldwide to elevate the WTA’s impact as a leader in sports and entertainment. And let’s just say it was not well received by many. While players like Coco Gauff, Ons Jabeur, Naomi Osaka, Aryna Sabalenka, and Iga Swiatek were the face of the ad campaign titled ‘Rally the World,’ not everybody was on board with the changes made. Many fans missed the iconic purple logo and voiced their disappointment with the announcement. And Tara Moore might agree with that!
The WTA announced a remodeling of its brand, unveiling its new logo, colors, and website design. ‘A new stage,’ it was called according to the commercials. But for Kristina Mladenovic, currently outside the top 200, it doesn’t seem to have thrilled her. She took to X to reply to SuperTennis TV’s tweet inquiring about fan’s thoughts on the rebrand, writing, “Wondering how you can come up with this? and who approves? Green and white? No tennis details? What does it represent? Previous logo was so much better. @WTA” Some valid questions for sure and the fellow player Moore has one answer!
Responding to the French player’s tweet, Moore wrote calling out the organization on their move, “I heard this “rebrand” costs 6 figures too.. they say they have no money but waste it on stuff like this .” While the WTA hasn’t officially announced what went into the rebranding, they did reveal this rebrand was a year in the making, with branding experts ChapterX and Nomad Studio teaming up alongside insights from players, fans, and partners. The goal? To boost engagement, spotlight the athletes, and create lasting value.
I heard this “rebrand” costs 6 figures too.. they say they have no money but waste it on stuff like this
— Tara Moore (@TaraMoore92) February 28, 2025
They’ve nailed it with a sleek new logo and the ‘Rally the World’ campaign that positions the WTA not just as a sports organization but as an entertainment powerhouse. As they put it, “It’s more than just aesthetics. It’s a strategic and commercial asset.” But according to what the 32-year-old has mentioned, it’s something to wonder. Still, some players like Taylor Townsend welcomed the change, saying it made them feel more confident.
Taylor Townsend shows her support for the WTA’s new motive
Taylor Townsend’s journey has been nothing short of inspiring. Reflecting on the criticism she faced throughout her career, she once said, “I’ve heard for a really long time that I was never going to make it, that I wasn’t going to be able to break through or do this or do that.” But the 28-year-old has proven her doubters wrong in spectacular fashion. Since giving birth to her son Adyn in 2021, Townsend has soared to new heights. Currently ranked World No. 2 in doubles, she kicked off the 2025 season with a bang, winning her second Grand Slam doubles title at the Australian Open alongside Katerina Siniakova. Just weeks later, the duo added another trophy to their collection in Dubai. Confidence? She’s brimming with it—and it was front and center in the WTA’s rebranding campaign.
When WTA’s official Instagram account shared a short video that featured the 2024 Wimbledon women’s doubles champion Townsend and her fellow WTA stars, they took turns delivering a powerful message: “This is my stage, to be me. Playing to be me means showing up to the mothers, showing up to the girls, showing up to the women, being a representation for my culture.”
This isn’t the first time Townsend has silenced critics. Back in 2019, during her remarkable US Open run as the World No. 119, she shocked then-World No. 4 Simona Halep in the second round of singles. After that win, she didn’t hold back: “Yeah, I mean, it’s been a long road. A lot of haters, a lot of people who weren’t sure,” she said. “I’ve really embraced thriving in these kinds of conditions, being able to prove people wrong. I’ve always been that way, but I think I suppressed that side of me for a long time.” Not anymore. Townsend has fully embraced her resilience and is thriving like never before.
As the WTA rolls out its bold new identity with the tagline “Rally the World,” Townsend stands as a perfect example of what it means to rise above challenges and shine on a global stage. Whether you love or hate the rebrand, there’s no denying that players like Townsend embody everything the WTA hopes to inspire—grit, determination, and unshakable confidence. What are your thoughts on the rebranding?
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