SwingPros Atlanta has been a staple in the Atlanta golf community, providing private lessons and indoor training to golfers of all skill levels. But they have been using the same logo since their inception. My work brings Swing Pros into current trends while balancing the classical feel golf gets. The branding needed to not only sit on its own, but be flexible and scalable enough that it can be used on notoriously small spaces that make up the golf world - e.g., golf balls, tees, and ball markers - as well as large spaces like banners and golf bags.

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Starting with the typeface, the custom word mark is a balanced serif that holds weight without being overly "athletic", but leaves itself more approachable for those new to the game of golf. Drawn from the inspiration of classic golf brands like Titleist, Callaway, and more, the word mark also includes a small easter egg, connecting it to the secondary mark of the crossed flags. This mark can then also be leveraged on its own, or as part of other brand elements like textures and backgrounds.

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