The goal of this project was to create a mark for Scottsdale Tennis Academy.
I took a morphological approach of combining the letter “S” from Scottsdale into the tennis ball. The process began with creating a word list of objects related to the brand, then creating thumbnails to later create roughs of unique conceptual solutions. The two morphed objects fitted so naturally that it was the best less forced solution.
This logo is successful because it is simple, yet effective in communicating what the business does. The colors help to emphasize the clay court and the tennis ball.