Brand Core
The brand attitude of Tennis-Point — identity, values and derivation logic.
Tennis-Point is the enabler for tennis in real life.
Self-Understanding
Tennis-Point understands tennis as a sport that happens in real life — on club courts, in the hall after work, on weekends with friends. The brand's character is not formed through staging or athlete pathos, but through the game as it is actually played, the people who play it, the equipment that makes it possible, and the service that goes beyond the pure sale.
Attitude
- —Authentic — observed, not staged
- —Accessible — for everyone who wants to play
- —Competent — expertise in advice, assortment and service
Guiding Idea
Authentic Tennis World — Tennis-Point shows tennis as it really is. No staged perfection, but authentic moments from real tennis life.
Heritage and modernity, expertise and approachability are not contradictory. Tennis-Point positions itself between poles — never at the extreme.
| Pole A | Tennis-Point | Pole B |
|---|---|---|
| Competitive sport | Athletically credible, not elitist | Leisure fun |
| Brand | Retailer with attitude | Pure retailer |
| Tradition | Familiar, but fresh | Trendy |
| Identification | Identification with ambition | Pure aspiration |
Athletic Credibility
Tennis is sport, not a lifestyle accessory. The game is at the center. Athletic ambition shows in movement, technique and game situations — not in glossy staging.
Authenticity
Tennis-Point shows tennis as it really is. Natural light, real game situations, credible moments. Scenes feel observed, not staged.
Accessibility
Tennis-Point is for everyone who wants to play — from beginners to ambitious club players. The brand doesn't exclude, it equips.
Stable reference points from which all expressions derive. Identity-forming, non-negotiable.
Advantage You
Offer an advantage at every level.
More than just a shop. Every player, every coach, every club gets the advantages they need to make their tennis better. Advice, availability, service, expertise. Advantage You is both claim and brand principle.
#teamyellow
Tennis from within.
We know the sport, we identify with it, we know what matters. #teamyellow is the inner attitude — for Tennis-Point employees as much as for anyone who enjoys hitting yellow balls. The connecting element between brand and community.
Heritage & Authenticity
20 years of real tennis.
Tennis-Point has 20 years of history in tennis retail. That builds credibility you can't stage. Authenticity is the central design principle: real tennis, real moments, real people. The camera is present, not directing.
Approachability
Competent, but never stiff.
Tennis-Point's own voice: at eye level, with enough edge for recognition. No forced humor, no sterile performance-speak. Adult, professional, still warm. Tennis-Point talks with the customer, not about them.
Identification with Ambition
Show me myself, but ambitious.
The customer recognizes themselves in the communication — that's the default. Not the unreachable pro, but the ambitious club player who gives it all. Occasionally aspirational (hero visuals, pro campaigns), but the core is identification: That's me. That's my tennis.
ADVANTAGE YOU
The condensed brand attitude in language form.
Advantage You = Your Advantage
Tennis-Point gives you the advantage — through the right equipment, the right advice, the right price and local as well as 24/7 availability via the online shop.
Advantage You = Advantage: You
In tennis, what counts in the end is what you make of it. Tennis-Point delivers the foundation, you make the game. Not the brand is at the center, not the retailer — but the player. Tennis-Point puts you at the center.
Application Logic
ADVANTAGE YOU is brand promise, #teamyellow is community. Both work in parallel, not in competition.
| Context | Use | Rule |
|---|---|---|
| TV spots | Yes | On the audio track (callout/closer) |
| Campaigns | Yes | As wording, not as a visual element |
| Social media | Yes | Possible — core element is #teamyellow |
| Retail / store | Yes | Subtle, selected touchpoints (e.g. bags) |
| Employer branding | Yes | Possible — core element is #teamyellow |
| Product descriptions | No | No claim in product or informational contexts |
| Technical / legal content | No | No claim |
Claim No-Gos
No logo lockup — claim always stays separate from the logo (was different before, is being changed)
No free variations — no 'Advantage Us', 'Advantage Tennis'. The claim is fixed
Not in technical or legal content
Not as a replacement for a real headline — the claim is a statement, not a description
Typography
ADVANTAGE YOU
Always Courtside Sans, always UPPERCASE. No other typeface, no other casing. Standalone design of the claim to be finalized in phase 2.
Every design decision must derive from a brand anchor.
Which anchor does this decision derive from?
If the answer is unclear or 'it looks good', the decision is not brand-compliant.