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New team, new league, new design language: How Boston developed its uncommon TGL golf league identity

The forthcoming Tiger Woods-backed TGL golf league is seeking to bring a fresh perspective to the sport of golf by introducing a team-based format and a tech-forward virtual course. To help create its team identity, Boston Common Golf, one of the six teams in the league, enlisted the help of sports branding agency Doubleday & Cartwright. The resulting brand aims to break away from golf’s traditional stuffiness and create a more accessible and universal image. With elements such as a bullfrog mascot, a green color scheme, and a modern wordmark, Boston Common Golf is looking to challenge the status quo and make the game of golf more fun and engaging for all.

New team, new league, new design language: How Boston developed its uncommon TGL golf league identity

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The Team Name

The team known as Boston Common Golf is one of the six teams in the Tiger Woods-backed TGL golf league. The name was chosen deliberately to convey inclusivity and universality, allowing everyone to feel a part of the team. The decision to avoid the word “club” was intentional, as it can sometimes convey a sense of exclusivity. Instead, the team wanted their brand to be accessible to all. The name Boston Common not only appeals to “common folks,” but also references Boston’s oldest city park, which holds significant historical and cultural significance. This communal space symbolizes the team’s goals and values.

The Mascot

After settling on the team name, Boston Common Golf began considering a mascot that would align with their brand identity. Multiple options were explored, including grazing animals like sheep or goats, as well as the black-capped chickadee, the official state bird of Massachusetts. However, the team ultimately decided on a bullfrog, inspired by the popular Frog Pond located in Boston Common. The bullfrog’s vocal sac, resembling a golf ball, adds a playful element to the mascot. While a frog may not be traditionally intimidating, it aligns with the team’s goal of moving away from golf’s traditional image and presenting a more fun and relatable brand identity.

New team, new league, new design language: How Boston developed its uncommon TGL golf league identity

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The Team Color

Green was the natural choice for Boston Common Golf’s team color, given its association with golf and the team’s park-inspired name and frog mascot. Green is intrinsically linked to the sport, from putting greens to the famous Green Jacket awarded at the Masters. The color also holds significance for the city of Boston, representing Irish heritage, Fenway Park’s Green Monster, and the Boston Celtics. By incorporating green into their brand identity, Boston Common Golf pays homage to both the sport of golf and the city of Boston.

The Wordmark

The Boston Common Golf wordmark was designed to reflect a modern interpretation of the “entering town” signs found throughout Boston and the state of Massachusetts. The team intentionally emphasized the word “Common” in the wordmark to promote inclusivity and to highlight that this golf team is open to everyone. While the word “Common” may have connotations of average or plainness, the team believes it will resonate with the people of Boston. Additionally, the wordmark font adds a contemporary touch to the overall design, combining traditional elements with a modern twist.

New team, new league, new design language: How Boston developed its uncommon TGL golf league identity

Background of TGL

The upcoming TGL golf league, backed by golf superstars Tiger Woods and Rory McIlroy, aims to revolutionize the sport by introducing a team-based format on an indoor, tech-forward virtual course. This new league challenges the traditional perception of golf as an individual sport and seeks to make it more exciting and accessible. Boston Common Golf, owned by Fenway Sports Group, is one of the six teams participating in the TGL league. With its rich history and success in owning sports teams such as the Boston Red Sox, Pittsburgh Penguins, and Liverpool F.C., Fenway Sports Group brings a wealth of expertise to the creation of Boston Common Golf’s brand identity.

Challenges of Creating a Golf Team Brand

Creating a brand identity for a golf team is particularly challenging as the sport is predominantly associated with individual players rather than teams. Therefore, Boston Common Golf faced the unique task of not only establishing a brand for a new team but also creating a distinct team identity for a new league. Without a blueprint to follow, the team had to navigate uncharted territory in developing a brand that resonated with fans and effectively represented their values.

Boston Common Golf’s Brand Identity

To develop Boston Common Golf’s brand identity, the team enlisted the help of Doubleday & Cartwright, a Brooklyn sports branding agency. The resulting brand identity combines classic sports design elements with a playful twist to challenge the traditional and often stuffy perception of golf. By incorporating elements inspired by Boston’s history, culture, and iconic park, the brand seeks to create a sense of inclusivity and community.

Design Elements of Boston Common Golf

The design elements of Boston Common Golf’s brand identity include the team name, mascot, team color, and wordmark. Each element was carefully chosen to align with the team’s values and appeal to a wide range of fans. The team name, Boston Common Golf, reflects inclusivity and references the city’s oldest park, which holds significant historical and cultural importance. The mascot, a bullfrog, symbolizes playfulness and relatability, while also incorporating a connection to the Frog Pond located in Boston Common. The team color, green, pays homage to golf’s heritage and Boston’s associations with Irish culture and sports teams like the Boston Celtics. Lastly, the wordmark combines traditional elements with a modern interpretation, emphasizing inclusivity and accessibility.

Intention behind the Choice of Team Name

The choice of the team name, Boston Common Golf, was driven by a desire to create a brand that would appeal to a wide audience. By avoiding the word “club,” the team aimed to distance themselves from exclusivity and instead create a sense of accessibility and universality. The team wanted people from all walks of life to feel welcome and included in their brand. Additionally, the name Boston Common carries significant historical and cultural significance, representing a space beloved by generations of Bostonians. By incorporating this name into their brand identity, the team seeks to establish a connection with the community and create a brand that reflects the values and aspirations of Boston residents.

Thought Process behind Choosing a Mascot

The thought process behind choosing a mascot for Boston Common Golf was centered around creating a brand that challenged golf’s traditional image while maintaining a sense of fun and relatability. Multiple options were considered, including grazing animals like sheep or goats, as well as the black-capped chickadee, Massachusetts’ state bird. Ultimately, the team decided on a bullfrog, inspired by the popular Frog Pond located in Boston Common. The bullfrog’s vocal sac, resembling a golf ball, adds a playful touch to the mascot, symbolizing the team’s desire to move away from the traditional end of golf. By choosing a mascot that is not traditionally intimidating, Boston Common Golf aims to create a brand that is more inclusive and enjoyable for all.

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