A NEW YORK STATE OF MIND
Golf’s newest league, Tomorrow’s Golf League (TGL), needed teams that could match its tech-fuelled, arena-sized ambitions. Enter NYGC. A fresh franchise seeking to win over not just golfers, but all New Yorkers. The brief? Create an identity that’s unmistakably NYC, yet preserves golf’s prestige, all while swinging open the gates to a broader, younger fandom. 

BIRDIE MEETS BIG APPLE 
We set out to craft a club that felt at home in both the fairway and the five boroughs. Our mission: energise the city, inspire state pride, and give golf a much-needed edge. The answer lay in a clever crossover—pairing the “birdie” (golf’s term for going under par) with the Eastern Bluebird, New York’s own state bird.

IN FULL SWING 
By circling the bluebird, we created a symbol that swings with golfers (who literally circle birdies on their scorecards) and New Yorkers alike. Every detail was intentional: a tee for a perch, a hidden club in the wing, four stripes for the team’s players, and a circular frame echoing the iconic NYC subway system. 
        From tees (both garment and ball stand) to shoes, totes, and digital platforms, the logo adapts seamlessly—soaring across merch, stadium signage, and even Jimmy Fallon’s feet. The vibrant blue pops with city energy, while the custom typeface nods to classic New York typography.

CIRCLING THE RESULTS 
NYGC’s launch was a hole-in-one: sold-out matches, 1M+ broadcast viewers on opening night, and millions more reached through press and social media. Fallon flashed his branded kicks on The Tonight Show, introducing the mark to 2 million more fans.

“Working with Landor on the unique opportunity to create the branding for a new sports team from the ground up was a true pleasure. From our first concept discussion, Landor's enthusiasm for the project was clear, and their team swiftly grasped our vision, transforming it into a cohesive and visually striking brand identity and logo suite. Throughout the entire process, from initial brainstorming to final delivery, their creativity and professionalism were consistently impressive. We are incredibly proud of the New York Golf Club brand, which resonates strongly with key stakeholders and fans alike!” - Terri Oronzio, Co-Head of Family Office Investments, Cohen Private Ventures (CPV).

Transform North America Awards Silver / Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector / 2024

Clio Sports Shortlist / Design / Logos / 2024