FJ_parallax image.png

A step in the right direction.
An apparel icon in the golf industry FootJoy literally
has a model named the icon.




 

Company
Speculative work for FootJoy

Sector
Golf Apparel

Disciplines
Brand Strategy and Narrative
Brand Identity
Brand Architecture
Digital and Print Design

Case study
FootJoy is the #1 shoe in golf and the #1 glove in golf. Founded in 1857 they introduced the first FootJoy line of golf shoes in 1927.
FootJoy, does not compromise. They believe in achieving a unique sense of balance between craftsmanship and technology, style and comfort, fit and function. It’s a commitment that is reflected in every product they make and is appreciated by passionate golfers the world over.

T Brennan Creative often takes on a challenge when there is an opportunity to update a brand. (Full disclosure FootJoy did not pay for this re-branding and case study).
The challenge was to maintain the equity within the brand and evolve the look.



The challenge:
Updating an iconic brand in the golf industry can be daunting. Being the market share leader their reputation and image is solidified with certain demographics and age groups but is lacking to others. The goal was to reach and appeal to younger and more diverse demographics.

The challenge was to maintain the equity within the brand and evolve the look.

 

 

 

 

 

 

 

 

 

 


The solution:
Update both the current wordmark and FJ icon to a more contemporary, fresh, modern design, and maintaining the core attributes of craftsmanship, technology, style, comfort, fit and function.










 

 




The result:
The new FootJoy wordmark and icon remains easily identifiable as FootJoy.
At the same time, it is now positioned as a having a higher brand perception and
brand appeal across more demographics.



Still iconic FootJoy, representing craftsmanship and technology,
style and comfort, fit and function. Now with more mass appeal
to a wider demographic.

 

FJ-new-icons-on-shiny-backgrounds.jpg

Brand Extensions
With a new FootJoy wordmark how would that relate to the many product lines under the FootJoy umbrella?

The font we took inspiration from needed to have an entire foundry to support the many brand personalities while remaining easily identifiable as a FootJoy product
.
 

FJ-new-logo-subbrands.jpg

Brand Applications
The new identity had to work on every application under the FootJoy name.
 

FJ-fashion-on-products.jpg