The Secret World of Member Logos

What started as a desire to celebrate some of the best member logos in the world of golf evolved into a series of thought-provoking, off-the-record conversations. Here’s what I learned…

“Hello. We are researching an article about member logos.”

“Great topic! We would love to read it.”

“Wonderful! We would, please, like to feature the member logo of your amazing club.”

“Oh, absolutely not.” Everyone laughs, politely. But then…

That’s parsing and paraphrasing dozens of conversations and some humbling silence, but there is a mysterious fog engulfing member logos. Why? It’s more complicated than you think. Let’s see if five questions can bring us some clarity. (Warning: A distinct portion of the golf community is practically and philosophically obsessed with logos of every kind. When discussing member logos, proceed with caution.)

Member logos are solely for members. Or are they?

Many clubs will sell apparel with the member logo to guests who have played the course or to anyone entering their pro shops. Some clubs are clear about the history of their member logo, knowing who designed the logo, when it was adopted and the specific guidelines for its use. Other clubs possess a member logo history that is murkier, or completely lost to time. How clubs with a member logo educate incoming members about it will set the tone for the way the member logo is honored.

What, exactly, is a member logo?

What is the difference between an alternate logo, a secondary logo, or a member logo? What about logos designed for anniversaries or special events? Member logos differ mainly because of the intention for their use, designated as just that—something special for members. Member logos often consist of the primary image with or without words or a date in the logo, portraying only a subtle difference. Other member logos are unrecognizable compared to the original, focusing on another element of the club’s history.

What do member logos communicate?

Some clubs encourage their members to wear member logos so staff best know how to serve them. Member logos also speak to other members, whether on the course or in the clubhouse. Golf logos are a language all their own, signifying you are likely amongst friends even if you haven’t met yet. Potentially perceived as haughty, more people find logos to be a great conversation starter. What is the best reason for wearing logoed apparel? To remember a great round, a good day out, or to show your admiration for a club that you enjoy.

Is there etiquette for wearing member logos?

Can you wear a member logo if you don’t belong to a club? Can you wear the member logo if you played the course as a guest? Can you wear more than one logo at a time, or logos from different properties simultaneously? One conversation referenced the “logo fashion police.” What if you received logoed apparel as a gift? Are you wearing your top-100 logo to a rival club? At the end of the day does it really matter if you are kind and respectful wherever you go? Logo etiquette conversations are part of the wild, wild west of golf fashion.

What makes a member logo outstanding?

Thank you to Connor T. Lewis, founder of the Society of Golf Historians, who spoke with us about the history of logos and so much more. A few things make logos memorable. “One, it should mean something to the club, and the more meaningful the better,” says Lewis. “Two, simplicity is the best policy; and three, the ability to make the logo under 1.5 inches in height.” Logos that require more space can look gaudy. Everyone can name their personal favorites, but the best logos are the ones people wear proudly to represent their club.

I confess, when it comes to member logos, there are more questions than there are answers. Are logos that have an element of golf—a club, flagstick, or ball—within the primary image somehow better? Do the best member logos have an inside story that few people know, or an inside story that everyone knows because that story has become legendary? You decide.

What is abundantly clear is that we celebrate golf communities of every kind, the clubs with many logos, the clubs with one bold logo, those that maintain their long histories, and the clubs and courses with devoted fans that are just getting started. When you discover your golf community, enjoy it. Consider its secrets in silence, in off-the-record conversations, and during your next round with stories you can laugh about and in good company, share.