Brand Consciousness #1 - Callaway Golf
Through their commitment to innovation, Callaway Golf Company creates products and services designed to make every golfer a better golfer. Callaway Golf Company manufactures and sells golf clubs and golf balls, and sells golf accessories.
Callaway Golf’s main logo is the “Old English Callaway logo” that harkens back to the history of the game… its English origins and strong ties to the mythic St. Andrews golf course.
In 2002, however, Callaway golf added what they call “the chevron device” to their imprint. “For the first time since the Company started selling golf balls in 2000, the Old English Callaway Golf logo and chevron will be stamped on every ball. This logo treatment replaces the original "Circle C" Callaway Golf ball logo.” I cannot find any discussion on the origins or meaning of the chevron. Since I, myself, play with Callaway clubs…. I’d like to think it means “V for victory”.
4 comments:
from wikipedia, that all knowing and 100% accurate site:
A chevron (also spelled cheveron, especially in older documents) is a V-shaped pattern.
The word is usually used in reference to a kind of fret in architecture, or to a badge or insignia used in military or police uniforms to indicate rank or length of service, or in heraldry and the designs of flags (see flag terminology).
Origin
The origin seems to be the shape of the rafters of a building. A thesis presented in The Inevitable Dossier is that the heraldic use of the chevron derives from a Church in Vehkalahti today's south-eastern Finland in the late 14th century. The thesis point out the church as the main hub for European relations, acting in secrecy due to the threat of the Roman Catholic Power - a success that initiated the early Protestant movement and also made the chevron a well known symbol. The design itself seems to be related to the design of the church an especially the roof.
for treatment of chevrons as corporate logs:
http://en.wikipedia.org/wiki/Chevron_%28insignia%29
Corporate logos
The French automobile firm Citroën uses a logo commonly referred to as a pair of chevrons, though it originates in the shape of the teeth of special type of gears which that firm made prior to its entering the car business.
The British television company Yorkshire Television used a Y-shaped symbol known as "the chevron" as its logo, from when its broadcasts began in July 1968 until the company was absorbed into the newly-formed ITV plc in February 2004.
The Chevron Corporation's logo is a pair of chevrons, one blue and one red.
Pony International, an American apparel and shoe company, adorns most of it's shoes with a chevron, it's logo.
In the Microsoft Windows operating system, the name "chevron" is used for a menu that contains the toolbar icons which do not fit in the space available on the toolbar.
In the Stargate science fiction universe, the outer ring of the Stargate device feature nine chevrons. In normal use, seven chevrons lock in to place as a destination Stargate is dialed.
Boeing calls some of its afterburner jets "variable-geometry chevrons".
How about Chevrolet, Gerry?
And then of course, we have all the DaVinco code references... ;-)
Just as Nike is distinguished by its famous "swoosh" and Volkswagen features an interlocking “VW," it seems the golf ball company sought to broaden its visual branding by creating a symbol to call its own.
In my experience, people tend to associate more with the symbol than with the title. For instance, do you see people wearing caps with the words "New York Yankees" on the front or just with the logo?
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