Adams Golf has unveiled a new logo and new business philosophy it calls “Make Golf Easy.” The recently launched Tight Lies fairways woods, which goes back some 18 years in the company’s history, is the centerpiece of the branding and philosophy, so much so that Adams Golf is offering a Money-Back Guarantee on the line, which begins shipping in mid-August.
Purchasers can return the club to Adams for a full refund within 30 days of purchase (www.adamsgolf.com/tightliesguarantee) if they are not fully satisfied. The offer begins on Aug. 15 and runs through Oct. 15.
Adams Golf’s primary mark now includes a script typeface “Adams” that will be seen on clubs, accessories and marketing assets. Added to the portfolio for the first time is a standalone emblem. A script “A” features the design element of a golf club on the left leg, while the entire letter is surrounded by a two-stripe oval that represents the golf swing path.
For most of the company’s history the primary color palette has been red and black. Moving forward, blue will become the primary color, with red, white, black and silver as complements.
Blue also is a feature color in sister company TaylorMade’s new SLDR driver. Each company is owned by adidas Salomon Group, which uses blue as one of its corporate colors.
“Our goal throughout was to find a design that has global appeal and reflects the new personality and positioning of the brand,” said Scott Blevins, senior vice president of marketing for Adams Golf, which is based in Plano, Texas. “We feel that this new look will help Adams become more recognizable around the world in a more consistent and contemporary manner. It’s a fun and friendly design that we think appeals to our broad customer base along with those who don’t yet know much about our company and products.”