Layne Savoie Golf

This logo is cut from a pose of Ben Hogan, and I’d like to think he would stamp it with his imprimatur today. To create an iconic and memorable logo for Layne Savoie Golf, I started with a photograph of renowned golf glory. I began with the well-known photo of Ben Hogan from the 1950 U.S. Open on the number 18 hole at Merion by photographer Hy Peskin. My goal was to capture the spirit in this photo, and create a logo that well-reflected Layne Savoie who has instructed many golfing professionals. The process, as always, was iterative and detail-oriented. I scrapped ideas over and again to arrive at the best design. What I came up with employed a balance of negative space that lets the mind fill in the rest of the figure. Then I exchanged the dated golf cap for something one might expect to see out on the links today. Overall, the design feels just right; as well-balanced as the perfect drive.