Common Courtesy is a tennis brand about more than just the game. It fosters connections, community, and positive sportsmanship. Focused on inclusivity and camaraderie, it inspires players to thrive through relationships and mutual respect on and off the court.
The client already had a clear idea of what she wanted and she made her own version in Canva and wanted me to refine it, make it more professional and add more variations.
aBOUT THE BRAND
Client original design
my changes
For the logo, I made a few updates to refine and enhance the original design. I changed the font to Dublin, which has a softer and more balanced feel. The "M" now features straighter lines, removing the sharp, pointy edges for a cleaner and more modern look. Additionally, the wider "O" subtly resembles the shape of a tennis racket, reinforcing the connection to the sport.
For the icon, I adjusted the shape of the bench, introducing softer, rounded edges. This ensures it looks more like a bench and eliminates any potential confusion with a table.
The brand identity is playful, clean, and modern, with vibrant color blocking to reflect tennis's energetic, positive spirit. Bold visuals balance simplicity, creating an elegant yet approachable feel. Bright colors and clean layouts ensure the brand stands out while emphasizing fun, inclusivity, and community.
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Original brand colors
new BRAND COLORS
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For the color palette, I’ve kept the blue and green from the original selection, as these colors are not only significant to the brand but also reflect the iconic tones of the tennis court itself—further grounding the connection to the sport. To add more vibrancy and energy, I’ve updated the pink to a more vibrant, lively shade. This brighter pink infuses a modern, playful edge into the palette, bringing a fresh sense of excitement while still aligning with the brand’s positive and community-driven spirit. Together, these colors create a balanced, energetic look.
Typography
color variations
