Vancouver, B.C. (June 27, 2006) – Tennis BC, who has consistently lead as the region with the top growth for tennis in the country, unveiled its new logomark and identity system in conjunction with announcing its summer tournament series. Subplot Design Inc. of Vancouver designed all identity and promotional materials.


Tennis BC is the provincial sports organization whose mission, “We will lead the growth of tennis by stimulating participation and excellence in all regions of BC”, has not only led BC to being the top nationally for the sport, but in North America in terms of % of the population in 2003 and 2004.


“The scope and sophistication of the organization has matured dramatically”, says Tennis BC CEO Ryan Clark. “Tennis BC is becoming more ambitious, and is claiming a powerful voice in sport.”


Clark continues, “The key opportunity for Tennis BC is to attract new members; more widespread and larger participation in tournaments and events; top tennis talent in key events; and top-tier corporate sponsors to help fund new initiatives and community programming. We felt strongly that part of this process was to develop an updated logomark and identity system across the organization. With the hundreds of events and programs we run annually across the province, the need for a strong and unifying mark is essential.”


The new logomark unites the idea of “tennis in BC”, by fusing a dynamic and abstracted tennis player and a “BC” mark in the tennis ball shape. With this proprietary and strong mark, the identity system continues with an homage to the many tennis terms that double as real-world descriptions of what Tennis BC does for the sport. With words like “Match”, “Love” and “Advantage” on stationery elements and promotional materials, Tennis BC is able to talk about its many successes, initiatives and strengths to its varied audiences of player and sponsors.


“Defying the category norms and creating a truly unique tennis association brand was key in this project”, says Subplot principal, Roy White. “Tennis BC’s commitment to raising the bar for tennis associations really helped inform how far we could go with this identity and how to express its unique views and ways of doing business.”


White continues, “The Tennis BC executive and Board of Directors were a vital part of the process, and brought their wealth of knowledge to the strategy and brand personality. What we accomplished is a proprietary and meaningful overall identity system.”

“We are very happy with the final identity and were particularly impressed by the process that Subplot lead us through to develop this identity,” says Ryan Clark. “Their strategic process helped us better define our goals and ambitions, and the process kept the group on track through the creative and fine-tuning process so that our business goals were kept at the forefront, not the group’s aesthetic likes and dislikes.”


From the new logomark, to stationery and print collateral, to presentations, banners and Tennis BC’s “MatchPoint Magazine”, the new identity will translate to all branded items and communications over time. The new identity will feature heavily at Tennis BC’s largest tournament of the season, the 75th “Rogers Open at Stanley Park ” from July 8th to 23rd, 2006.


About Tennis BC

Established in 1909, Tennis BC is the provincial sport organization that promotes tennis in British Columbia and is an association of over 85 clubs, parks and recreation centers and over 15,000 individual members. Tennis BC’s mandate is to lead the growth of tennis by stimulating participation and excellence in all regions of BC through over 100 sanctioned and non-sanctioned events annually throughout the province including The Rogers Open at Stanley Park, Jr. Provincials, Sr. Provincials, and Indoor Circuit. Tennis BC administers Tennis Canada’s Coaching Certification program, and Tennis BC’s Schools Program works with over 35,000 BC school children between the ages of 6 and 12 every year. “MatchPoint” is Tennis BC’s quarterly magazine, with over 30,000 readers across the province. They are currently working with the $125,000 US Odlum Brown Vancouver Open, a major professional world ranking event.


About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.