BRANDING | 2026
Court Velvet is a brand identity for a tennis club whose name was already in the sport's vocabulary. The brand's foundation comes from the velvet touch, a phrase commentators use to describe finesse at its highest: the soft volley, the drop shot, the player who absorbs pace and returns the ball as placement. The identity draws further inspiration from motions and environment. The pile of velvet and the felt of a tennis ball share more than a surface, both with nap, both with direction, both rewarding a careful hand.
Overview
Logo
The logo carries this thinking into motion. The CV monogram is drawn as the swing itself, the arc a racket cuts through the air as it meets the ball. It makes the invisible visible, giving form to the sensation of contact. Court Velvet is designed for tennis lovers across every register: the enthusiast, the improver, the regular, the devotee. It stands for tennis as craft and tennis as community, a place where status, leisure, social life, and serious play meet under one roof, joined by a shared love of the game.
The visual identity translates this thinking into a complete system. The CV monogram is illustrated as a single calligraphic line, its curves shaped by the arc of a tennis swing rather than the geometry of a letterform, so the mark reads as both signature and gesture.
Typography & Color Palette
Poster Series
The poster series visualizes the invisible: the feeling when a player takes the swing and the motion of the swing. Each composition pairs a player mid-motion with the brand mark drawn over the gesture.
“Visualize the Invisible”
Apparel
Gears
