CHAMPIONS OF OUR BRAND

CHAMPIONS OF OUR BRAND

THE PGA OF AMERICA BRAND BOOK

DEDICATED TO GROWING OUR BRAND

As we continue to honor golf s rich heritage, we also look for ways to modernize so that our game is engaging and accessible. One way we are doing this is by more clearly defining our brand and providing our communications with a new look. This brand book introduces The PGA of America s brand strategy and articulates our brand beliefs. The book also illustrates our visual style and introduces the tools available to create excitement and interest in The PGA of America and the game of golf. Whether you are a PGA of America Member, Section, headquarters employee or partner, we are all stewards of The PGA of America brand and the game of golf. Every impression we make on the playing public, spectators, employers and the golf industry reflects on the game, and by extension, The PGA. We must be diligent in maintaining our heritage while continuing to grow our brand s equity. Going forward, please use this document as a guide to ensure accurate representation of The PGA of America in all expressions of our brand.

STAYING ON COURSE Following a strategy for creating a consistent voice and visual look will protect The PGA of America s brand value and strengthen its meaning.

Following our strategy will: Foster a greater awareness of PGA Professionals and a greater awareness of The PGA of America s role in golf, sports and entertainment Increase awareness and recognition of The PGA of America among our key audiences playing public, golf industry, golf fans and employers Create communications synergy, benefiting every initiative and program we lead and support Maximize the efficiency of advertising and communications expenditures Positively differentiate The PGA of America from other golf, sports and entertainment brands Simplify decision-making on branding and identity issues

CREATING LINKS

The PGA of America, our Sections and our Members are the experts in the game and business of golf. Our experience makes playing a round and following touring professionals an enjoyable experience. As a strong brand, we have an opportunity to preserve and strengthen our reputation. To do this, we must maintain a connection with our key audiences by clearly differentiating ourselves from other golf, sports and entertainment brands. OUR KEY AUDIENCES Playing Public Golf Industry Golf Fans The playing public turns to us when making decisions about how to improve their game, select the best equipment, find a course, or to keep up with touring professionals. The industry recognizes The PGA of America Members as the best trained individuals in managing golf-related businesses. OUR DIFFERENCE The PGA of America sets itself apart by providing rigorous education, training and certification to our Members. The result is an unparalleled understanding of the game, instruction and the business of golf. Today, The PGA of America Members must complete the Professional Golf Management program, which requires more than 600 hours of work and study. In addition, all must pass a test of their playing skill through the Player Ability Test. Only one in every 10 people who aspire to be PGA Professionals meet these standards.

THE EDUCATION, TRAINING AND CERTIFICATION PROCESS FIRMLY POSITIONS THE PGA OF AMERICA AND ITS MEMBERS AS RESPECTED EXPERTS IN THE GAME AND THE BUSINESS OF GOLF.

THE DRIVING FORCE

The PGA of America brand is formed by a set of values. Our values influence people s perceptions how we are thought of and how our brand is experienced. Living these values in everything we do is integral to our success. PASSION As industry leaders, we must strive to be passionate in what we do and how we communicate. In this way, our dedication to the game and the business will be evident. HONOR The game of golf has a great heritage that we respect and honor. As the industry leader, we are charged with the responsibility of maintaining that honor. INTEGRITY The game of golf relies on the integrity of its players. We believe the same holds true for business. Honesty and fairness with one another, our clients, business partners and the public should always be a guiding principle. SPORTSMANSHIP Even the best golfers understand that you can t play alone. We recognize the value of teamwork and encourage working together. It will help us be who we need to be as PGA Professionals and as an organization, to accomplish all we desire. PRIDE We believe that loyalty and dedication are individual keys to our success and are critical in dealing with those we serve. We are extraordinarily proud to be affiliated with The PGA of America and its vital role in the game.

A more tangible form of our values is our personality. This is how we present The PGA of America how we talk, what we say, how we present ourselves. Keep these attributes in mind when you are writing a brochure, communicating to the media, or talking to the public. Like our values, our personality reflects the characteristics of our Members and employees. KNOWLEDGEABLE Our education, training and certification programs make us the most skilled, proficient and knowledgeable professionals about the game and business of golf. Use this knowledge to provide informed and clear communications about The PGA of America. APPROACHABLE Remember that learning, playing and watching golf is a friendly, social and fun experience. Interactions with The PGA of America Members and employees should be as well. Maintain a friendly and approachable style in communications. RESPECTED Founded in 1916, The PGA of America is the true custodian of the sport. We are trusted and respected by the industry, employers, players and spectators. We must uphold these attributes and respect those we work with, educate and entertain.

FOLLOW- THROUGH Communication is one of the most effective ways to shape perception of The PGA of America. That s why we have developed a modern visual expression for our communications. The goal is to project a powerful persona and create a harmonious look.

Our graphic style shows the game and business of golf from our Members unique perspective. It features close-ups of professional victories, illustrates the skill and practice required to learn the game, presents the camaraderie, fun and spectacular locations, and highlights the community that we give back to. It does all of this by using a unique photography style, a meaningful color palette and graphic elements that evoke the technique of the game. To build consistency in our communications, standards for The PGA of America identity, typography, color and photography have been defined. Follow the guidelines to learn in more detail how to use these elements and create more effective communications.

OUR LOGO The PGA of America logo is one of our most recognizable and respected assets. It is the face of The PGA, seen by business owners, players and spectators around the world. As is the case with most logos, they evolve over time as illustrated below. The letters PGA have been added to the right of the seal to clearly and powerfully state to everyone who we are The PGA. The seal and the letters, PGA, recall our heritage while increasing recognition. Gold is often associated with the highest standards of achievement. Our long association with this color in the industry allows us to own it and differentiate ourselves from our competitors and other sports associations.

TYPOGRAPHY Using a consistent typeface throughout our communications creates a proprietary look. The primary typeface for The PGA of America is Gotham. A modern, sansserif face that is geometric and precise, Gotham evokes the exacting nature of the game. A secondary typeface, Hoefler Text, can be used in smaller body text. Its classic and highly legible character reflects the heritage of the game and complements Gotham. GOTHAM LIGHT GOTHAM BOOK GOTHAM MEDIUM GOTHAM BOLD Hoefler Text COLOR A palette of complementary colors has been defined for use throughout communications to create excitement and interest. Our color palette draws its inspiration from the game of golf and its surroundings. The color palette can help set the tone of each communication piece. Brighter colors have been added primarily for use with more public-facing communications such as Events or Growing the Game. A more sophisticated palette is intended to be used for Properties and Members materials. PRIMARY COLORS

GRAPHIC STYLE There are several graphic elements that will help represent the strategy of the brand. One element is a margin used in our communications that acts as a frame through which Members see the world. Another element is the use of rules set at horizontal and vertical angles that bring to mind the precision of the game. The sum of all of these parts is a graphic style that positions The PGA of America communications differently from other brands.

PHOTOGRAPHY Our photography style gives us an opportunity to stand out within the golf segment. It is founded on the idea that our Members see the game in an unique way. We can achieve a differentiated photographic style by using several techniques: Crop photos tightly to make the composition more interesting Shoot or choose photos with unique angles, for instance, a golf course from above or down on the ground next to the ball and club Juxtapose images in the layout to engage the reader, for example, a close-up of a business receipt and a instructor teaching a student Using a consistent style of photography throughout our communications helps create a visual language that will become synonymous with The PGA of America.

THE LEADER- BOARD

At The PGA of America, all of us are responsible for building and protecting our brand. By maintaining a consistent look and feel, you will help build a stronger, more easily recognized brand. Please turn to the Integrated Marketing team for a further understanding of The PGA of America brand including, but not limited to: The development, modification and implementation of standards and procedures to govern the use of The PGA of America brand Supervision of The PGA of America logo and communications style by partners and licensees The PGA of America brand is an asset that is legally protected and vigorously defended. Misuse of The PGA s registered trademarks or copyrights by Members, employees or partners of The PGA can result in diluted and less protected brand assets. Contact The PGA s legal department for additional details and clarification on the appropriate use and protection of The PGA s marks.

DEDICATED TO GROWING THE GAME

We are all passionate about the game of golf. We play it, we understand it and we promote it. We must also apply that same dedication and expertise when promoting The PGA of America. This book gives you an overview of who we are, what we sound like and what we look like. A more detailed document The PGA of America Logo and Housestyle Guidelines outlines how Members, Sections, headquarters employees and partners can put these elements into play to ensure consistent and powerful communications. Just as with the game of golf, we can provide the education, training and tools, but you are the ones that put them into practice and make the difference.

Copyright 2008 The PGA of America. All rights reserved. The PGA seal with the letters PGA is a trademark owned by The PGA of America. All logos appearing in this document are the property of The PGA of America.