The Tennis Tutor startup naming and branding

The first set: naming

The Tennis Tutor is a startup business launched by an LTA (Lawn Tennis Association) qualified tennis coach in Surrey, UK. Angle was asked to explore possible names first. This was partly a creative writing process and partly a practical process, involving checking which Top Level Domains were available.

‘Love the name!’

The Tennis Tutor was top of Angle’s shortlist and the client agreed, saying ‘I love the name’. What Angle is especially proud of is creating a name that really captures the brand. It does what it says and the alliteration with the letter ‘T’ makes the name memorable. And the ace up our sleeve – the domains thetennistutor.co.uk and tennistutor.co.uk were bought.

We think we’ve aced it

The main coach Jim wanted the brand to feel inclusive, welcoming, fun and professional. We think we’ve aced it. The figurative letter T in the logo proudly stands next to the name with racket in hand and a tennis ball for a head. It says welcome to a fun and inspiring way to learn tennis for all ages and all levels.

New balls please

For kids, tennis coaching is broken into age groups and skill levels as they progress. The colour of the ball in the logo changes to the official age group ball colours Red Ball – Orange Ball – Green Ball. As this startup business builds, Angle plans to help out at key stages to design and build a website, create branded T-shirts and design promotional communications.

Starting up a new business?

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