Billie Jean King Cup

A landmark moment for women’s sport

The International Tennis Federation asked TwelfthMan to work on its renaming and rebrand of the Fed Cup to the Billie Jean King Cup. This was the first time a major global team competition of this scale has been named after a woman – a landmark moment for women’s sport.

This competition creates a pathway for young players to progress, and also inspires young girls to participate or to make some noise and support their nation.

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Energy unleashed

We took our creative inspiration from the empowering energy of Billie Jean King. Billie Jean King is a life-long activist for diversity, inclusion, and equality. She’s been campaigning on these issues for decades, but today they are as relevant as ever. Her energy is infectious and explosive.

The concept for our brand was ‘energy unleashed’. Our trophy stands proud with chest out and shoulders back; it’s brave and determined, nodding to the strength and growth of women’s team tennis.

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Expressive colour and typography

Our brand brings this to life through its brand characteristics, its vibrant and fresh colours, its bold and fun visual language and its tone of voice.

Our wordmark features an uncompromising mix of sharp, direct lines with fast and precise curves. Our custom cut of BW Gradual working with Alberto Romanos makes the type truly reflect the strength and positivity around women’s tennis, while capturing the very essence of the game.

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A bold graphic language

Through our narrative and symbolism, we created a range of patterns which capture the spirit of the game. Our patterns are used to visualise and support messaging. Our visual language is energised, expressive and playful – the Billie Jean King Cup brand is vibrant, progressive and confident – just like Billie Jean King herself.

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Brand launch

News of the rebrand made headlines across the Americas, Europe, Africa, Asia, and Australia. The story was told the world over as the new branding was unveiled.

The positivity was overwhelming. 100% of media coverage tracked was positive, with the tournament’s new name and brand welcomed as a fitting tribute to the great Billie Jean King.

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