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.