NIKE GOLF

+07

:new branding

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Nike Golf : The Brand

How a brand is perceived by consumers or an industry itself by in large changes with time. Its heritage, its products, its image, all contribute to a consumers perception. It is imperative that our brand image changes not only to catch up and accommodate the shift but to take a step ahead of where it currently resides. The art of re-branding is in how much to change or how little. It starts with identifying the strengths and maximizing them, all at the same time solving existing problems.

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Nike Golf : The Evolution

Over the course of several years, who we are has changed. The perception of our brand as an outsider from early on has evolved to a serious brand who has gained momentum in all aspects of our brand; our Products, Athletes and our imaging as an authentic golf company. We have gained respect and recognition. We are changing from a company who was seeking acceptance to a company who leads the industry. A company that leads with innovation in technology, uniqueness in marketing and a bold contemporary feel in its image. Our branding needs to reect this change.

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The Brand : Transition

Below are some samples of re-branding. One could observe the streamlining of the logos as time progressed, at the same time retaining the strong elements of their logos throughout the transition.

Apple the fruit

The name

The mermaid. Bold white letters on green background.

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The Brand Perception

We need to leverage how consumers perceive us and accept our brand .

products

packaging

athletes

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Competitor landscape
While our crest logo has served its purpose, appearing true to the game. The instantaneous visibility of its appearance lacked boldness in comparison to the competitors.

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What we leverage
1. Leverage the equity built on the words Nike Golf 2. Leverage the strength of the Swoosh Design 3. Strengthen its legibility

We leverage the equity built on the name Nike Golf as we are known. We leverage the power of Swoosh Design as we are increasingly associated with its image. And we have improved on the legibility of the name especially when displayed in smaller scale. Our new logo represents our new attitude: modern, contemporary, powerful. We are no longer a golf company that needs to be accepted. We are the company who will lead the industry.

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Signicance Of Four Squares

SPIRIT
INSPIRATION INNOVATION PASSION LEADERSHIP

They are symbolic decorative elements representing our four brand guiding principles: innovation, inspiration, passion and leadership.
PRODUCTS

They are our brand guiding principles, representing positions and attitude we aspire. We strive to achieve those elements, into everything we do.

CLUBS FOOTWEAR APPAREL BALLS

NikeGolf leads the industry in providing innovative products - head to toe - for our consumers. We play to win in all four product categories

THE TOUR
However, be mindful that they are essentially decorative elements, and any meaning should be interpreted in abstract sense, not to be taken too literally. To the right are also additional layer of signicance; what we make, what makes us, our playing eld and how we dene ourselves.

MASTERS US. OPEN BRITISH OPEN PGA CHAMPIONSHIP

Winning any of the four majors is the epitome and denition of professional golfers achievement. We are mindfully present of these competitions and what they mean to all golfers.

REGIONS

US ASIA EUROPE AMERICAS

We are a global brand with global implication on everything we do.

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The General Logo Hierarchy

The primary brand logo:

The entire logo lock up should be used to represent our brand in general. This applies but is not limited to main retail signage, advertising, collateral.

The secondary logo:

The Swoosh Design is used directly on products and on packaging. Otherwise it can only be used as a small accent, but not to represent our brand by itself.

URL:

When URL is displayed, above logo is to be used. It should never be used with the 4 dots nor a Swoosh Design.

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Nike Golf : Logo Usage

COLORS:
BLACK WHITE CHROME (OR SILVER)

When printed, the logo should all be in black when its printed on a white or light background. Conversely, it should be all white when its printed on a black or dark background.

BLACK

At retail, against a white background, chrome should be used on four squares and the Swoosh Design, while NIKEGOLF remains black. (all black against white background is also permissible)
CHROME CHROME

For exterior signs, chrome can be applied to all the elements against black background.

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Nike Golf : Incorrect Logo Usage

1. Do not alter the logo in any way. Do not scale, ungroup, or distort the logo. 1. 2. Do not separate the logo. Always keep the 4 squares, Nike Golf, and the Swoosh Design together in the original lock-up 3. Do not use multiple logos or use the logo in a repeating pattern. 2.

3.

4. Do not rotate or tilt the logo.

4.

5. Do not substitute any colors of the logo or have multiple colors within the logo

5.

6. Do not substitute Nike Golf for any other font.

6.

7 Do not scale the logo any smaller than 25mm . in width.

7 .

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Nike Golf : Vertical Logo Usage

There are two different versions of vertical placement. The rst one is for a wide vertical. The second is for a more narrow placement.

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Nike Golf : Logo Placement

This is the correct placement for the NikeGolf.com logo along with the Nike Golf logo within the same Ad.

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Retail samples

exterior dimensional sign

in-store sign

In-store sign