Long Gimmies Identity
Long Gimmies — A confident, tongue-in-cheek golf brand built on tradition, personality, and modern attitude
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Long Gimmies is a golf lifestyle brand that doesn’t take itself too seriously. Rooted in golf culture, humor, and camaraderie, the brand exists at the intersection of classic golf tradition and a newer, more relaxed generation of players. The goal of the brand identity was to create a system that felt bold, confident, and instantly recognizable, while still honoring the heritage and visual language of golf.
Client
Long Gimmies Golf
Services
Creative Direction
Brand Identity Design
Apparel Design
Iconography
Year
January
2022
Links
Golf branding often swings to extremes. Either overly traditional and buttoned-up, or aggressively modern and trend-driven. Long Gimmies needed to live comfortably in the middle. We landed on this upright script where the capital "L" suggests a club with a long putt ahead.
A simplified monogram becomes the hero mark across much of the golf apparel, ensuring clarity at small sizes and on embroidered applications. Cheeky pattern designs then add contrast, poking fun at the sport and injecting playful personality without sacrificing polish.
Concept
Inspired by the precision and elegance of the sport, the logo reflects fluid movement found in a perfect golf swing.
Recognition
The distinctive mark earned industry acclaim, highlighted in the 2018 issue of Communication Arts magazine
"Working with Wells has been an unexpected joy from the start. He took our initial brief and turned it into a fully developed brand that we love. He's incredibly talented and creative, but he also combines that with professionalism and a strong attention to detail. He's the kind of guy that you're in awe of, from his creativity, but you also want to get a beer with and feel like he's part of the company too. I can't imagine what the Long Gimmies brand would look like if we hadn't gone with Wells."
Jon Snyder
Long Gimmies Golf Founder
