Ah, the Masters, the epitome of golfing glory. A time when players, spectators, and TV viewers embark on a pilgrimage to Augusta National. But did you know the Masters is also a wiz in marketing and brand protection?

As you sip your Arnold Palmer and munch on pimento cheese sandwiches, let us take you through how the clever brains behind the Masters have created one of the most wanted brands in the world and what they have done to protect the integrity of the famous neon-yellow and rich green logo and flag.

The Origins of the Logo

The Masters logo is one the most iconic sports logos and golf’s most iconic logo with neon yellow and rich green as the core colors. A crudely rendered, elemental 3D outline of the United States, with a flagstick pegged in the vicinity of Georgia, the logo dates back to the club’s existence and the first Masters in 1934. 

One of the key elements of the logo has always been the distinctive typeface. The earliest versions of the Masters logo featured a font that closely resembled New Baskerville which was a serif typeface. Recently, however, the Masters logo has undergone some changes, including a shift in the typeface to two fonts – Gotham and Hoefler Text.

It is worth noting that the Masters logo has also seen other small alterations over the years. The most recent version features a wavy northern border around the Great Lakes region, while the curve of the northwestern border with Canada has been eliminated.

A Tradition Unlike Any Other

The iconic phrase “A Tradition Unlike Any Other” was coined by golf commentator Jim Nantz during television coverage of the tournament and has since become synonymous with the Masters. The team behind the Masters, even bought the rights to this phrase, to make sure it was theirs and theirs only. 

The Green Jacket

The coveted green jacket, awarded to the winner of each Masters Tournament isn’t just a symbol of golfing triumph; it’s also a prime example of trademarked color. Crafted from a specific Pantone 342 green, this symbol is protected.

 No ‘Dupes’ Allowed

At the event, you can hear and see people going wild for the merchandise. The famous motto, “Swipe the credit card now, ask questions later. Get me something with that logo on it”, is true. 

The Masters has always made it very hard to buy merchandise online to avoid dupes, fakes, and replicas. It’s always been a tradition that to get the ‘authentic’ merchandise, you need to be at the event to buy it. 

Companies like Titleist and TaylorMade might have green and yellow merchandise available each April, but they won’t be Augusta’s colors and will not reference the Masters. Authentic Masters merchandise is always difficult to get hold of, and that scarcity makes it even more special when you do get your hands on some. 

This extensive brand protection even extends to the tournament’s famous snack fare. The classic pimento cheese sandwich and Georgia peach ice cream sandwich are protected trademarks.

 A Lesson in Branding

There are two essential reasons why the Masters logo is so successful:

Reason #1: It is everywhere. It is fashioned out of flowers on the roundabout at the club’s entrance. It is on the wooden podium that Chairman Fred Ridley stands behind when congratulating the tournament champion each year. It is on the commemorative cups fans stack by the dozens to bring home to family members. 

Reason #2: Augusta National protects its logo like a first child. The club has issued cease-and-desist letters to apparel companies, golf courses, and even a group of English golfers who used to compete each December for their own green jacket.

The Masters Tournament is not just a showcase of the finest talent in golf; it’s a prime example of how branding and protecting your brand can help you build and sustain one of the most iconic sporting logos. So, as you settle in to watch the Masters with a peach ice cream sandwich, take a moment to appreciate the marketing genius at play this year.

Cooper Shaw

With an eye for strategic content creation and crafting marketing campaigns, Cooper is a creative marketer who loves combining visual and written aspects of storytelling.