Just a few years ago the future was looking bleak for the LPGA. A diminishing number of sponsors and events was becoming a major issue. The teeter totter of professional golf event management became tilted very heavily in favour of the PGA with the onset of the “Tiger Effect” and the scramble by companies to take advantage of that ride.
Turn to several years later and the LPGA is rebounding in a big way, mostly due to the the depth of young talent now rising to the top of their tour – a bounty that, by some accounts, is a fresher and more presentable face for many sponsors. Not to mention the cost of being involved in an PGA Tour event from a sponsorship perspective can be difficult to get a return on.
So while they are hot (and past some of the early controversial stumbles by LPGA Commissioner Carolyn F. Bivens) there seems no better time then to replace the aging logo for the organization.
Smart move; I like the new look and if they are going to keep the attention of the emerging golfer it was a must. Thankfully their marketing people recognized that.
Here is the full press release from October 3rd:
The Ladies Professional Golf Association (LPGA) today unveiled its new logo, a contemporized version of its classic “swinging lady” mark. Working with SME, the world leader in strategic sports branding and design, the LPGA brought the vision of its dynamic future to life with a series of bold brushstrokes designed to stand the test of time.
“We designed a logo that represents the power, strength and athleticism of our LPGA athletes, and with the use of the bold colors, highlights our international membership and global business,” said LPGA Commissioner Carolyn F. Bivens. “This new logo underscores the changes in women’s sports and the LPGA in recent years, and communicates the LPGA’s bright future.”
The sleek new logo, which features an effortless, bold stroke-form of a female golfer, was designed to reflect the power, energy and contemporary lifestyle of the LPGA athlete. For the first time in the association’s 58 years, the LPGA’s primary mark will not be enclosed in a frame, representing a future with limitless potential.
The colorful new logo, the fourth in the LPGA’s 58-year history, will be transitioned into the LPGA business at LPGA headquarters in Daytona Beach, Fla., on LPGA.com, via implementation by the LPGA membership and at LPGA tournaments around the world. The LPGA-owned and operated 2007 season-ending ADT Championship in November at Trump International Golf Club in West Palm Beach, Fla., will mark the first event to fully display the new LPGA logo.
“Throughout the creative-design process, we sought a logo that offered a balance between the classic and traditional nature of the sport, but also captured the passion and drive of today’s LPGA members,” said Bill Susetka, the LPGA’s chief marketing officer. “We also needed a logo that we could easily reproduce on merchandise, billboards and signage, and one that could carry its meaning to all points around the world. We’ve achieved this with our new logo.”
“Of all the prestigious brand development assignments that we’ve been fortunate enough to work on over the years, the LPGA is among the most exciting,” said Ed O’Hara, SME’s chief creative officer and senior partner. “The new logo is a dramatic expression of the special and unique attributes of the brand, and truly symbolizes the LPGA’s brand promise of showcasing the very best in women’s golf.”
Fans do not have to wait until the ADT Championship to catch their first glimpse of the striking new logo. A wide array of official LPGA merchandise and golf-related items are available for the first time today via the LPGA’s new online pro shop: www.LPGAproshop.com. A wide array of LPGA-branded apparel and golf-related items are now available on the Web site.
The logo redesign, the first since 1992, and LPGA Pro Shop launch are part of the organization’s on-going branding initiatives that reinforce the LPGA as one of the world’s most dynamic sports brands.