THE BACKSTORY
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This project began with the tagline: “love all. rally together. play tennis.” From there, the design merges a heart, a shield, and a tennis ball, each of which represent the three key components of the brand. The heart stands for wellness and health, but it is also a subtle nod at the commonly known social ‘like’ button from Instagram. The shield acts as the enclosure of the mark, connecting all of the pieces. It positions the league as being a safe place for friendly competition and networking. It also promotes a sense of belonging. Finally, the tennis ball, which is the core of the logo. It symbolizes the main focus of the league and the common interest of its members.

The color palette is intended to be warm, welcoming, and happy. The gradient is also made up of the three parts of the tagline, offering a variety of color that is both flexible and vibrant. The font choice is clean and simple with styling that fits the smooth an sharp edges of the logo.