Atlanta Drive

Year:: 2024
Industry:: Entertainment

(Services)

Intro

Atlanta's first professional golf team is ready to tee-off

TGL is a new professional golf league, fusing advanced technology with top players from the PGA TOUR for 2-hour live-action competitions that will air in prime time. Arthur Blank and AMB Sports & Entertainment are bringing this concept to the city of Atlanta, with one of six teams in the inaugural season. They hired us to develop a team name, logo, and color strategy that represent the legacy and relationship of influence between golf and Atlanta.

The name, Atlanta Drive, is a reflection of the ambition and progress that defines the city's identity. From music and design to business and tech, Atlanta is the country’s hub of innovation and creativity. After all, Atlanta Influences Everything.

Visually, we needed the brand to fit within the existing portfolio of AMB Sports & Entertainment (Atlanta Falcons, Atlanta United FC, Mercedes Benz Stadium) while also distinguishing itself from competing TGL teams.

The Atlanta Drive GC symbol forms a unique “A” created by a driver and golf ball in motion. It visually underscores the themes of progression, ambition, and strength. Details like cuts and serifs pull visual cues from the Atlanta Falcons and Atlanta United FC.

Atlanta Drive's color strategy predominately utilizes white—a color innately linked to the sport—to give the identity a modern and pristine feel. Hits of black, gray, and electric red tie the golf club to other sports teams in the region, as well as the current AMBSE family of brands. Electric Red is meticulously dialed to perform on broadcasts and is a fitting accent for a technology-led indoor league.

The inaugural TGL season tees off in early 2025. Atlanta Drive has completed their four-person team, signing PGA Tour legends, Justin Thomas, Patrick Cantlay, Billy Herschel, and Lucas Glover.

Thanks to:

Brett Jewkes, Ryan Mucatel, Larry Luk, and the entire leadership team of AMBSE for the collaboration and trust.

Credits:

Design: Brit Blankenship, John Bowles, Gray Hauser
Design Direction: Brit Blankenship
Creative Direction: Blake Howard
Project Management: Lauren Hood
Naming: AMBSE Team, Blake Howard, Mark Speece, Brit Blankenship
Video and Matt Ryan photo courtesy of Atlanta Drive GC

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