US Open

Intro

Everyone loves a comeback story, especially in sports. The US Open is the “big show” for tennis players and spectators alike, its brand seemingly untouchable. In fact, its identity remained essentially unchanged since 1997. That is until the renowned Chermayeff & Geismar & Haviv served up a new look in 2018. We sat down with partner and designer Sagi Haviv to get the play-by-play on a challenging, but ultimately triumphant, Change of Brand.