Featured work
Madrid Open /
2009 marked a revolution for Spain’s tennis. For the first time men’s ATP and women’s WTA tennis tournaments were united under one roof. The venue is a singular, iconic building by acclaimed French architect Dominique Perrault, based on the simple concept of a giant opening box.
The unique typography created for the logotype has no counters and the angled corners were inspired by the venue’s architectural plans.
The idea comes to life when the venue’s roof slides open
Madrid Open everywhere!
Top players such as Rafael Nadal attend the Madrid Open
The creation of a short acronym made the name more familiar and memorable, inviting it to become part of Madrid city slang.
The tennis court chalk line is the inspiration for the visual system
The tennis court was also an inspiration to create a visual language based on boxes that contain interesting and attention grabbing messages. The slightly ‘technological’ font marks a contrast with the more traditional tournaments, creating a distinctly modern attitude to tennis competitions. The font is used within the boxes to cut transparent ‘windows’ through the colour, allowing us a view of what’s going on behind. In short, it’s all about ‘open boxes’.
We developed a dynamic tone of voice that highlights the sporty nature of the event. We sought to communicate the competitiveness of the tournament, with inspirational messages.
XXL applications for an XXL venue
Because of the scale of the spaces in and around the venue graphics are bold, colourful and super-sized! Giant floating tennis ball blimps and colourful, bold banners line the streets and access points creating a sense of festivity and occasion.
You can feel the renewed energy all around the tournament
Tennistainment- Madrid Open combines tennis and entertainment like few other events. The vibrant graphic image is inspired by the tournament’s colorful personality. All the excitement of a world class tennis event combines with a full-fledged social event. This unique combination finds its ultimate expression in a ground breaking graphic image.