new balance tennis graphic design

Ongoing collection of marks created for New Balance Tennis Apparel

 
Illustration by Glenn Wolk
In 1906, William J. Riley, a British emigrant, founded the New Balance Arch Support Company in Boston, manufacturing arch supports and other accessories designed to improve shoe fit. His first product, a flexible arch support, was designed with three support points to provide greater balance and comfort in the shoe. It is believed that Riley came up with the name "New Balance" by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk. He explained to customers that the chicken's three-clawed foot resulted in perfect balance. It cannot be verified that the chicken played tennis...
This crest for Canadian player Milos Roanic for the 2014 Rogers Cup in Toronto, which could be considered his home court on the Tour. The stars denote his ATP victories at that time, the laurel wreath is the symbol of victory, and the maple leaf contains the Canadian national motto in Latin which translates: "From Sea to Sea."
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