“This summer, it’s back. It’s big — big enough to be legible in photographs. And it’s everywhere: on his shoes, on his belt tab, on his duffel, on his jackets, on the plastic bags his new rackets come in. Forget all the subtle functions a monogram used to perform — discreetly personalizing a gentleman’s wardrobe, helping the servants sort the shirts. What three years ago seemed a plausible, if affected, personal flourish on the part of an athlete whose style of dress and style of play had positioned him as the Fred Astaire of tennis — light on his feet, with a penchant for tuxedo black for night matches and a Rolex commercial in which he shows off his serve in a two-button suit — had somehow escalated into a master-of-all-he-surveys exercise in personal branding.” Roger Federer’s monogram reads like an interesting intersection of marketing, personal branding, fashion, design, sportsmanship and history. And yes, the US Open is descending on Flushing Meadows this week.