The Challenge
TMPR Sports’ original logo lacked scalability and adaptability. Since its signature rounded paddle was designed to outperform traditional square shapes, a new flexible identity was developed to reflect the brand’s personality and ensure strong performance across diverse applications in the fast-growing pickleball industry.
Pickleball History
Pickleball is a unique sport in both its invention and cultural development. Invented in 1965, it surged in popularity during the 1980s in the U.S. After declining for 2 decades, it saw a major resurgence before 2020 within retirement communities aged 60–90.
Ever-Expanding Demographics
During the COVID-19 pandemic, it expanded to a broader age group, even as young as 10–15. It evolved into a family sport and a tournament-based culture, with players touring nationally. Athletes from tennis, table tennis, and badminton also joined, further diversifying its demographic.
Competitive Analysis
With over 90 competitors in the pickleball industry, establishing a unique position was crucial. The rapidly growing market created an opportunity to stand out through mission and design. Later, however, sponsorships became crucial to gaining a foothold in the spotlight.
The Original Logo
Initially the only element of identity for the TMPR brand, the TMPR logotype was separate from the “T” logomark used on products, creating concept inconsistency and risking brand unrecognizability across different applications. The “sports” element contrasted in scale too much with the main body and so limited scalability.
Second Phase Logo
To reflect the client’s mission of innovation, the arrow form from the “T” logomark was integrated into the logotype, creating harmony between the two. When oriented intentionally, the arrow symbolizes both forward thinking and competitive drive.
Final Logo
As the industry became more competitive, 90 new paddle brands prompted the need for stronger cohesion between the logomark and logotype. The “T” was thickened for legibility at smaller sizes and integrated directly with the TMPR logotype.
Variations
To ensure legibility and adaptability, logo variations were created. Vertical formats maximized scale on tall banners, while square versions optimized positive space for net banners and tournament sponsorships. At small scales, the “T” logomark was filled in, leaving fewer contours for legibility.
Color Rationale
Given the brand’s name and its ties to passion and ambition in sports and human spirit, red was ideal. To stand out among 90+ competitors, Pantone 485 C was chosen for its bold hue and versatility—it stays red, not pink, even at lower values due to reduced magenta content and balance with yellow.
Typography
A sleek, sophisticated yet friendly typeface was chosen for its ability to scale large in small spaces to reflect the emotionality in the client’s mission of valuing relationships and human connection. For body text, ample leading equal to ascender height ensured readability.
The Paddles
Within the LX paddle series, each model – categorized by the brand’s unique positioning using rounded shapes – needed visual distinction while sharing core specs within a family. Line subtly conveyed each paddle’s playing feel, while four color options provided further choices among each paddle model.
To boost brand visibility and recognition from all angles, the logomark was added to the handle’s base, while the logotype spanned the center of the wrap.
Technology
The pursuit of better paddle performance fueled organic exposure. Though most brands used similar technology, clearly communicating subtle differences set each apart. Color, shape, and line were used to highlight key structural elements and convey those distinctions visually.
The Tent
Tournaments were the heart of the pickleball community, drawing hundreds nationwide. To stand out among other paddle brands, the tent design used bold color for visibility, a TMPR-sponsored player photo for a human connection, and a form of a rounded paddle silhouette to highlight TMPR’s signature performance.
The Bag
Next to the paddle, stylish gear bags were key. To attract attention without overusing red, a small red tag referenced the brand’s identity, while scale and placement of the logotype and logomark maintained strong visual impact.
The Brochure
The use of form reflected the client’s signature rounded shape across multiple applications. A tri-fold format allowed the sequential storytelling of who, what and why while color and photography informed the subliminal essence of the brand’s key values.
The Magazine Ads
Print advertising fueled pickleball’s grassroots resurgence around 2020, reaching its core audience. To build a consistent TMPR image, ads featured a signature “red bar” symbolizing brand values. New paddle series used slight color variations to distinguish lines while keeping visual unity.
The Website
As pickleball’s demographics expanded, appealing to younger, web-savvy players became vital. Relevance was maintained through competitive analysis and focus on user experience. Cohesive color use and varied image scale created visual contrast, enhancing navigation and overall site engagement. I was responsible for all design, photography and development.
Impact
By the end of 2021, following the COVID-19 pandemic, TMPR achieved a significant milestone—annual sales approached 500,000 units, representing a 300% increase over prior years. This growth reflected the brand’s strengthened market position and the expanding popularity of pickleball across a wider demographic.
