- Fenway Sports Group announces Boston Common Golf, a new venture into the tech-driven golf league, TGL, set to launch in January.
- The brand identity, designed in collaboration with Doubleday & Cartwright, embodies a blend of classic golf traditions and the communal essence of Boston.
- Unique logos, color palette, and the team name emphasize accessibility and communal engagement in golf, steering away from the sport’s traditional exclusivity.
Introducing Boston Common Golf
In a deliberate nod to the communal ethos of Boston, Fenway Sports Group (FSG) revealed the brand identity for its avant-garde TGL golf team, Boston Common Golf. The unveiling marks a collaborative effort with Doubleday & Cartwright, an independent creative agency known for its projects at the crossroads of sports, art, and culture.
Boston Common Golf Governor, Teddy Werner, shared the vision behind this brand, emphasizing a blend of enduring legacies from golf and Boston’s heritage, along with a contemporary, dynamic approach. This initiative aims to foster accessibility through a modern, technologically connected team format, offering a sturdy foundation for the team’s evolving journey.
A Reflection of Boston’s Communal Spirit
The name Boston Common Golf is a tribute to the city’s iconic public park, Boston Common, symbolizing accessibility to the sport. The heart of the city, Boston Common, stands as the nation’s first public park, embodying a spirit of unity and communal play. The accent on the word “Common” in the logo underscores the inclusive sentiment that the team seeks to manifest, aspiring to make golf a game for everyone.
Innovative Logo Design
Boston Common Golf introduces a suite of distinct logos, encapsulating the essence of the City of Boston, Boston Common, and the game of golf. Notably, two of these logos draw inspiration from Frog Pond, the playful heart of Boston Common. One portrays a Bullfrog, its chest morphed into a golf ball, while the other, dubbed The Flagstick, emerges from a lily pad, bearing the signature “B” of Boston Common Golf.
The wordmark design takes cues from the arched style and typography seen across city and state signage. The dynamic “B” letter mark design subtly hints at a driver with its 9-degree loft angle, embodying a classic yet modern aesthetic that resonates with the city’s heritage and the sport’s evolving narrative.
A Palette of Symbolic Colors
The primary color, Common Green, mirrors the richness of both the sport and the city, reflecting the abundance of green spaces, the proud Irish lineage, and the iconic walls of Fenway Sports Group’s namesake. The color palette further includes Earth White and Navy, with a pop of vibrant lime green (Boston Volt), symbolizing a modern outlook for golf, particularly highlighted in the SoFi Center – TGL’s new tech-forward venue in Palm Beach, Florida.
Envisioning a Modern Chapter in Golf
The announcement of Boston Common Golf delineates a forward-thinking chapter in the realm of golf. By blending the traditional essence of golf with a modern, tech-oriented approach, Boston Common Golf aims to invite a broader audience to engage with the sport, fostering a community-centric ethos that echoes through its brand identity.