Callaway
Services: Logo Revamp / Identity System
The Vaughan Group had a long standing relationship with Callaway and their internal graphics teams; for decades they worked together to produce the Callaway brand. Unfortunately due to many internal design issues/decisions, artists/directors exiting their teams, and multiple manufacturing issues, the Callaway brand was in disarray and loosing ground. Callaway decided to reach out to The Vaughan Group for help to bring cohesion back to their brand and create a logo and system to be used across all platforms.
Logo Revamp
The history of the Callaway golf logo and all it’s versions is fairly unique. When I was given the task of revamping the logo I found two major issues. One is that most of it’s noticeable changes in the past had come from manufacturing and printing issues rather than from a branding/Identity system approach; and two that they were using several different icons with the logo type “Callaway” to represent their brand (as seen below). After researching all of the previous logos, my approach was to create one logo that would be used to represent the brand in its entirety and would work across all necessary platforms.
Identity System
As the authority of the golfing world, Callaway has to be consistent. An identity system and style guide was developed to keep them on track to preserve their new brand across all marketing channels.
Identity in use
From stationary, signage and digital formats, to apparel, accessories, packaging, etc,. No longer do they use multiple logos to represent their brand; the new Callaway logo works on all media.
