A New Logo for the LPGA

The LPGA launched a new brand platform in 2005 with the tagline, “These girls rock.”  I didn’t like the tagline then, and I still don’t like it today.  Now, the LPGA has revamped its logo reportedly to represent, “power, strength and athleticism,” as well as the LPGA’s, “international membership and global business.”

Here’s the logo they came up with:

What do you think?  The Brand New blog published a great review of the logo.  I have to agree with Ryan Hembree’s post.  I don’t think the new LPGA logo communicates the message the LPGA wants to convey as part of its brand image.  It seems too cutesy and whimsical to effectively communicate power, strength and athleticism.  It’s also too reminiscent of a Nike campaign and doesn’t seem remotely innovative or fresh.

I also agree with Ryan in that the logo will create a variety of production problems, but it seems that the majority of logos are created without a thought to production, so I’m not surprised by that flaw.  I also agree with Ryan that the new typeface is an improvement, but the rainbow colored, cartoon golfer doesn’t impress me.  However, with a tagline like, “These girls rock,” I guess I can’t be too surprised by a less than stellar logo interpretation.

Let’s hope this brand platform and logo will be short-lived.

What do you think of the LPGA’s logo transformation?  Does it accurately reflect the brand’s message and promise?