Background / Challenge:
Based on his enormous success as one of the world’s most well-known golfers, Greg Norman built an empire that ranged from golf courses to restaurants and vineyards to investments to clothing lines, and even to home building. He named his company after his golf nickname: Great White Shark.
As his business continued to grow into new territories somewhat ad hoc, any alignment or consistency that once existed between his brands began to fade. Additionally, as Greg was getting ready to retire, there was some concern that younger customers wouldn’t be as familiar with his golf persona.
In 2014, we partnered with Greg to reorganize his portfolio of brands around a single brand definition ‘Passion For Greatness’, and also to visually align his brands via a new identity system.
By formally changing the business name to Greg Norman and aligning the bulk of his brand portfolio under that name, we removed the overt association with his golf moniker (putting it more in line with competitive brands, such as Ralph Lauren), while also updating the shark logo to maintain some aspect of that historical link.
As Greg Norman himself says “I created a business that’s got life and perpetuity and … will continue to have a logo that is identifiable 200, 300, 400 years from now.”