Layne Savoie Golf

To create a logo as iconic and memorable as Layne Savoie Golf Instruction’s, I started with a photograph equally as iconic. I began with the famous photo of Ben Hogan from the 1950 U.S. Open on the number 18 hole at Merion by the photographer Hy Peskin. The story of Ben Hogan is perhaps the most well-known in the sport of golf. My goal was to capture that spirit, and to create a logo that reflected well on Layne Savoie who has instructed many golf professionals. The process, as always, was iterative and in this case, very detail-oriented. We scrapped ideas over and again to come to a final design. The finished logo relies heavily on negative space and a modern composition.