In celebration of the 50th anniversary of the US Open, the USTA has introduced a new logo for the event, designed to launch America’s Grand Slam toward its next 50 years.

The logo, created by renowned graphic design firm Chermayeff & Geismar & Haviv, is a streamlined and modernized version of the tournament’s iconic flaming ball logo, which was first introduced in 1997. This new logo was designed to create a visual identity for the tournament that will last far into the future.

“The new logo is bold and energetic and better captures and expresses the dynamism of the US Open,” said USTA Chief Marketing Officer Amy Choyne. “We have enjoyed 50 years of greatness, and our new visual identity will better carry us forward for the next 50 years.”

"This year's US Open is almost a new experience with the Louis Armstrong Stadium completion," added Nicole Kankam, Managing Director of Marketing at the USTA. "So it will feel like a new venue, a new site, a new experience, and I think the logo will be a great depiction of that."

A full line of products featuring the new logo will be available this spring and summer, and the USTA is also working with its licensees to create specific 50th Anniversary merchandise and products.

“This is a true milestone year for the USTA and the US Open,” said Katrina Adams, USTA Chairman of the Board and President. “With the completion of our five-year transformation of the USTA Billie Jean King National Tennis Center, we are now positioned to celebrate our tremendous history, while being poised for future growth."

The 2018 US Open begins on Monday, Aug. 27, and runs through Sunday, Sept. 9. A full schedule of US Open 50th Anniversary events will be released this summer.