Ashworth suffered from a familiar problem—aging and relevance. The brand was once seen as a pinnacle of fashion on the golf course and wanted to re-tailor the fashionable gentlemen of yesterday for the hipper and fitter players of today.
The old golfman was headed the wrong direction, both literally and figuratively. He looked slow and old, like he just had a good walk spoiled.
Instead of straining under the weight of his clubs, he should be marching proudly and politely to his tap-in for victory in the member-guest tourney. The logotype too should look fit and effortless, with just the right touch of class to pay homage to the centuries of men before him who have won and failed by the swing of the club or the grace of a good bounce.
Design, Landor Associates