Roger Federer's Monogram RevolutionS

Because everything Roger Federer does deserves press, the NY Times has run an astonishingly long piece on his super-stylish RF monogram. Where did it come from? What does it mean?! It means he's into himself. And you should be, too!

We won't bore you with the faux debate over whether he's being arrogant and just tell you the truth: he is.

Take, as an example, his take on the sartorial innovation:

I don't have to wear anything or do anything anybody tells me.... I do everything myself. It's really up to me.... For me, it's important that a fan can buy something that is related to me. Like in soccer, you buy a shirt and it's got somebody's name on the back. That's kind of a cool thing.

Federer also explains that he wants the monogram to connect fans to him, but not be seen as a team jersey. Though he's certainly pleased with himself, Michael Bierut of New York's design consulting firm Pentagram has a far cooler reaction, albeit with a bit of requisite awe:

[It] is not particularly remarkable as a logo, but within its genre and the overall landscape of sports graphics, I think it's quite distinctive. The ‘NY' for the Yankees - that's a monogram, too. But sports monograms are generally more forthright and blunt. The Federer monogram creates not a sports brand but a fashion brand.

Anna Wintour, we're sure, is pleased.