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LPGA /

Passion, Personality, Performance.

Assessment /
Identity /

Assessment / Identity /

The Project

As part of a five-year plan, the Ladies Professional Golf Association wanted to expand their audience base and project a new image befitting of a rising global sports brand. The Association sought to modernize the stodgy green and gold Nancy Lopez logo, which was more representative of golf’s traditional, country club perception. To better align with the reality of the sport, the new identity needed to capture the dynamism of the most powerful and prestigious female golf organization in the world.

How We Won the Heart

By leveraging color, shape and linear elements, we were able to reimagine the LPGA’s outdated identity. Conceptually the new image projects power, strength and athleticism, while the infusion of vibrant colors highlights the LPGA’s international membership and global business. Moreover, the linear elements and strokes convey motion and fluidity to remedy the stiffness of the previous mark. This visual transformation successfully underscores the changes in women’s sports and communicates the LPGA’s bright future.

“Our new brand identity underscores the changes in women’s sports and the LPGA in recent years, and communicates the LPGA’s bright future.”

— Carolyn Bivens, Former Commissioner — LPGA

“Our new brand identity underscores the changes in women’s sports and the LPGA in recent years, and communicates the LPGA’s bright future.”

— Carolyn Bivens, Former Commissioner — LPGA

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