US Open + King and Country


We’re inspired by the energy and kineticism of the US Open, and we’re excited to create some design elements that help channel this sense of movement. We used the physical action of the spot to motivate the trajectory of the graphics and type. For instance, our lines, type, and graphics might move along with a player as they swing a tennis racket, as if tracing the arc of their movement in midair.

We noticed that in the past you’ve kept the logo simple and streamlined. We’re not sure if there’s an existing mnemonic, but we love the idea of giving the logo the same energy as all of our other graphics and design elements. Here are a few ideas to that end. Some are simple and more in keeping with the current design, while others push things just a bit to add more kinetic energy.

 

Flexible Editorial Toolkit

 

We love the existing graphics that you sent us, and we’ve added some elements to enhance your visual vocabulary. Nothing too overpowering. Just some subtle flourishes that work harmoniously with the existing target lines and circles, giving us a bit more to work with.

 

We noticed that in the past you’ve kept the logo simple and streamlined. We’re not sure if there’s an existing mnemonic, but we love the idea of giving the logo the same energy as all of our other graphics and design elements. Here are a few ideas to that end. Some are simple and more in keeping with the current design, while others push things just a bit to add more kinetic energy.