The LPGA partnered with SME to develop a new logo and visual identity to better represent the power, energy, and contemporary lifestyle of LPGA golfers. SME evolved the LPGA logo into a strong, dynamic figure to communicate the passion and personality of the top female golfers. They chose bright, bold colors representing the global reach and natural elements of golf. The rectangular shape was removed to suggest limitless potential. SME also developed graphic guidelines and identity tools as part of the new branding program.

1. YEARS OF BUILDING BRANDS
OBJECTIVEs R E s u lT s
As the LPGA continues to grow and compete on the world stage These elements combine to form a dramatic illustration of the
for fans, partners, sponsors and the media, a refreshed visual special and unique attributes of the brand and truly symbolise
identity was required to better express brand meaning. The LPGA the LPGA’s brand promise of delivering The Very Best In
partnered with SME to develop a new logo programme, aimed Women’s Golf.
at conveying the power, energy and contemporary lifestyle of
LPGA golfers.
sERVICEs
sOluTIOns As part of the LPGA programme, SME developed the follow-
ing branding tools:
SME evolved the LPGA “swinging lady” logo into a strong, dynamic
and athletic figure that communicates the passion, performance • Audit and Analysis
and personality of the greatest female golfers in the world. A • Identity
mixture of bright and bold colours was chosen to represent the • Graphic Guidelines
brand’s global reach as well as to embody the natural essence
and characteristics of the sport of golf - Grass Green, Sun Yellow
and Sky Blue. The rectangular retaining shape was removed to
suggest a future with limitless potential. Finally a clean, contem-
porary type font was selected for high legibility and timelessness.
Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528