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GAP Marketing Case Study

Founded in 1897, the Golf Association of Philadelphia is the oldest regional Golf Association in the country.

Project Goal

With 260+ clubs spread across Pennsylvania, New Jersey and Delaware, the association works to preserve, protect, and promote the game of golf. GAP came to Neff to help rebrand them with a system that represents their longstanding history while driving the brand into the present and future with a more contemporary feel.

Project Solution

Our team collaborated with key association members at GAP to define a new brand and logo system that honors the past, specifically through their shied crest, while also moving the vision into the present day.  For a more contemporary hybrid, we updated the color palette and typography, as well as introduced new iconography. The final result was a brand that is now scalable across web and all tournament collateral, as defined in their new brand guidelines document.

  • Brand Awareness
  • Scalable Brand System
  • Delivery of Brand Guidelines Document
  • Motion Graphics & Brand Video

Services Delivered
  • Branding
  • Videography

Logo Development

The updated GAP branding represents a balance of past, present and future while also solidifying the organization’s place in the community. The mark features a contemporary, custom sans serif lettering for “GAP” with dots separating the letters to demonstrate the acronym. This is paired with a more contemporary serif for “1897” and “Golf Association of Philadelphia” for a combination of old and new. The shield shape is an updated reference to the history of the previous design, and custom drawn golf clubs add contrast and a clear visual reference to the sport. The ongoing balance between traditional and contemporary directs the new logo down a path of clean, sophisticated timelessness.

Branding Process

The new brand set is defined for GAP in a detailed Brand Guidelines document that details how, and how not, to use the assets moving forward.  From shirts to online to tournament signage, there a many scenarios the must be defined and outlined for the association.

Photography by Neff and Golf Association of Philadelphia

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