Topgolf is the name of a sports entertainment company and a worldwide chain of restaurants with golf courses, golf was established in 2000. Today the company has more than 70 locations across the United States, Europe, Canada, Mexico, and the United Arab Emirates.
The Topgolf concept of a bar-restaurant with a golf course is becoming very popular in the United States. Although it was born in 2000 in the United Kingdom, Topgolf came into its own as it expanded in the United States.
The principle of the game consists of a golf ball with a microchip that has to be hit with its corresponding club, from a terrace (slot). The ball will go to a field where you see a series of holes and the computer that is on our terrace will tell us where the ball landed and we will return to hit the ball with the corresponding stick.
The microchip in the ball provides the server with all the data of our shots. And this appears on the screen simulating a golf course.
Topgolf’s philosophy is to mix the fun of a round of golf with friends while enjoying good food and drink. Although the Topgolf concept took some time to land, in the medium term the company has proven to be a success. Much of this success has to do with the expansion into the United States, which Richard Grogan, the current owner of the company designed.
What is Topgolf?
Topgolf is the name of an international sports entertainment company, which was created in 2000 by Brothers Steve and Dave Jolliffe. The twins managed to create a combination of virtual golf with a bar restaurant where you play golf and have fun with your friends.
In terms of visual identity, the chain of golf bars has had only one redesign as of 2023. And this was more of a refinement, with the original idea fully kept, but strengthened and modernized. The badge looks simple, yet sharp and strong, reflecting the sport’s orientation of the business.
The original Topgolf logo, designed in 2000, has stayed with the company for more than 14 years, which is quite impressive nowadays. It was a voluminous badge with a triangular crest engraved on a white background. The central part of the crest depicted a golf hole with a flag, drawn in thick distinctive lines in a light gray color palette. The crest was placed above the title case inscription in a modern sans-serif with rounded contours of the characters and straight cuts of the bars.
The redesign of 2014 has switched the color palette of the Topgolf logo to black and white, emboldening the lines of all elements, and switching the typeface of the wordmark to a sharper and more geometric one. The idea of the triangular crest in the badge remained untouched, with just the contours emboldened, but the lettering part has completely changed, going from a modest title case to a dynamic and strong uppercase inscription.
The edgy and bold uppercase lettering from the primary logo of Topgolf is set in a modern geometric sans-serif typeface with small sharp elements in some of the characters. The closest fonts to the one, used in this insignia, are, probably, Hyperspace Race Expanded Heavy, or Controller Five, with some visible modifications of the letters’ shapes.
As for the color palette of the Topgolf visual identity, since 2014 it is based on a monochromatic combination, which evokes a sense of confidence and strength, and makes the simple badge look actual and stylish in any surroundings.