Today's Highlights

• Logos speak loudly
• Sandbaggers still strong at age 20
• Bamboo gets next to the skin

NEWS

Industry veteran Manturi joins Daymond Willis

Daymond Willis, manufacturer of Sunderland of Scotland, announces the hiring of Pat Manturi and the addition of the Joseph Paris brand.

Tour Stretch highlights new Dunning fall line

Dunning Golf introduces its fall 2007 collection of luxury performance apparel, including revolutionary Tour Stretch outerwear featuring "c_change" technology and the Interface Stretch Line polo with a modern-preppy look.

Choppers on line in Ahead sweepstake

Ahead begins its "Get A.H.E.A.D." sweepstakes, a branding campaign designed to showcase the entire line of products: apparel, headwear, accessories, along with its innovative design and embroidery.

Champ wins on PGA, LPGA tours

Champ reports that the winners of the WGC-CA Championship and the Safeway International wore its spikes. At the WGC event, the winner wore the Cermec, while the Safeway International winner wore the Stinger spikes.

FEATURE

Logos speak loudly

By Vartan Kupelian
GPA Fashion Correspondent

Making a statement Logo creation is a challenge. Here are five things to strive for in designing an appealing, effective golf logo: Clarity -- Some of the best logos stand alone, no words are required. Strong brand recognition -- Don't stray from the core philosophy. Spirit -- Send a message. Style -- Think sleek, not big. Freshness -- Even some of the best ideas won't work the second time around. Related Links www.grandtraversereosrt.com www.doralresort.com www.camelbackgolf.com

MIAMI -- Non-verbal cues account for 65 percent of daily communication among humans. Think about how often we smile, frown, cringe and use hand gestures to flash messages and signal our intentions in the absence of the opportunity or will to speak.

Now think about a logo on golf apparel and its importance begins to crystallize.

"It's more than thread," said Nathan Stith, head professional at Doral Golf Resort and Spa in Miami, Fla. "It's our brand, our reputation, it's a story behind the story. It's a story of what you did here."

In other words, there's nothing haphazard about how resort and public golf destinations design a logo or choose how and when to display it. It involves major decisions and, properly applied, can mean huge dividends in terms of revenues and recognition.

Doral Golf Resort and Spa logo Logo for Doral Golf Resort and Spas Blue Monster course

The goal is to have a logo that stirs the imagination and entices folks to visit and play. The best logos are instantly identifiable.

"And you don't even have to puts words on it," said Tom Enders, director of marketing for Marriott Golf.

Doral's sunburst logo is among them, along with the PGA Tour's swinging golfer, which instantly identifies properties in the chain. The honor as the perfect logo belongs to Augusta National Golf Club. The outline of the United States with a flagstick stuck in the heart of Georgia says it all to golfers everywhere. It stands for perfection -- and it stands alone.

Among golfers, the Augusta logo often results in what Enders calls "logo envy."

A logo often represents the company and its philosophy. It speaks to the level of commitment to the customer.

"For us, the logo is one of many elements of the brand," said Doug LaPlaca, senior director of marketing operations for Grand Traverse Resort in Acme, Mich. "It's a visual element of the brand. It serves as a stamp of quality. It reflects on the service attributes and quality assurances you get at the resort.

"We see our logo as a seal of approval. (It says), 'You play our courses, you can expect the best."

Grand Traverse Resort and Spa logo Original Camelback Golf Club logo Camelback Golf Club logo for 2000 reopening

Grand Traverse Resort has three courses, including signature designs by Jack Nicklaus and Gary Player. The GTR is in its 26th year and has always used The Bear in a circle logo.

That's not unusual. A logo can become an icon. When Camelback Spa and Golf Resort in Scottsdale -- also a Marriott property -- underwent a $17 million renovation seven years ago, officials figured it was a perfect time to replace the old camel logo with another featuring a hieroglyphic look.

"Merchandise sales went down," Enders said. "The membership loved the old camel logo and it had more value."

It didn't take long for the well-known logo -- and camel -- to return.

In an industry marching out growth of game initiatives at every turn to augment the participation numbers, a logo can be a road map telling consumers where to travel.

And, in an industry trying to squeeze out larger profit margins, it can be an important source of revenue.

The revenue aspect of The Bear logo, LaPlaca said, is significant.

"Especially in a golf market in Michigan that is somewhat saturated with quality golf," he said. "I would say (it is) significantly important but a great logo without all of the other elements of a quality brand doesn't mean much. A quality logo when it is backed up by service and quality, then you've got something powerful there that has significance when translated to revenue."

Another way golf courses are trying to generate revenues is by adding multiple logos.

"It's more opportunities for revenue-creating," Stith said.

Doral offers variations of its trademark sunburst logo. It has added a Great White logo for its Greg Norman-designed course and this year offers a globe logo representing the WGC-CA Championship, which was held at the resort this year for the first time.

Logo for The Great White course at Doral Golf Resort and Spa

Enders equates it to professional sports teams adding third and fourth jerseys as revenue sources.

The best logos offer plenty of value as an advertising component because when they are shown on television or in print, the recognition factor is instantaneous. And when a golfer walks down the street or around his home course wearing apparel with a resort logo, he becomes a walking billboard and free advertising.

"That's mission accomplished," Enders said.