SwingPros Atlanta has long been a trusted presence in the local golf community, offering private instruction and indoor training for golfers of all skill levels. When leading the brand refresh, my first priority was developing a deep understanding of golf’s visual heritage—drawing from the timeless identities of iconic equipment brands, club emblems, and tournament graphics. The goal was to evolve SwingPros’s identity in a way that felt authentic to the sport’s history while providing the flexibility required across modern digital and physical touchpoints.

The existing identity had remained unchanged since the company’s founding, creating a gap between SwingPros’s premium coaching and its outward presentation. I audited classic golf brand cues—serif wordmarks, crests, and emblematic symbols—and translated them into a modern system. The resulting custom wordmark balances tradition with approachability, while the crossed-flag secondary mark serves as a versatile, recognizable symbol for apparel, equipment, signage, and merchandise. These familiar visual patterns tap into golfers’ expectations, reinforcing credibility while differentiating the brand from local competitors.

By designing a system built on reusable patterns and brand tokens, the refreshed identity scales seamlessly across print, apparel, and digital experiences. The new SwingPros brand strengthens recognition and trust within a niche audience that values heritage and consistency, helping position the company as both a modern training facility and a respected extension of the game’s longstanding

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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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