If you are like me, there is a likelihood you spent an embarrassing amount time this weekend watching The Masters Golf Tournament. Embarrassing since the weather was so nice outside, but hey, The Masters is a true rite of Spring, paving the way for idyllic rounds to come all summer long.
The Masters does a whole lot of things right. From the stunning grounds to the standardized caddie-suits to the crisp green jackets presented to the annual winner. It all makes for a wonderfully choreographed visual experience. It does, however, beg the question? What is up with that logo?
Everything about The Masters is so beautiful, so manicured, so orchestrated, down to the finest detail. This logo features a dated font and very poor kerning – all placed over an illustrative map of USA that a 6-year-old could improve on! Oh, as an added bonus the flag stick (very original) is placed on the lower East Coast area, signifying the location of the event, Augusta, Georgia.
This is a brand mark in serious need of a makeover. I understand that tradition plays a heavy role in everything Masters. That’s OK. I’m sure there is a designer out there who could find the right balance of contemporary and tradition that would strike the right chord. If President Billy Payne and his cronies were really smart they would hold an open competition. Invite submissions from designers around the world to create a new take on golf’s most revered tournament. Then, post the entries online, conduct a vote amongst golf fans of every stripe.
I know, I know. That’s not The Masters way. But I’d love to see the outcome of such a competition. In the end, the tournament could have a logo that befits one of the most important events on the world’s sports calendar. And something really nice to look at from the comfort of my couch.
