LPGA Unveils New Logo, Opens Online Store

The LPGA continues to upgrade its product and the ability for fans and players to buy into it.

The organization unveiled a new logo today, one that incorporates sweeping red, yellow, green and blue lines to help emphasize the power of the swing and athleticism of the golfer. The former trademark, modeled after Hall of Famer Judy Rankin, which had been in use since 1992.

"It was an out-of-date logo and did not represent who the players are today," said LPGA CMO Bill Susetka, who joined the tour earlier this year. "It needed to be freshened up and contemporized."

The LPGA also launched an online store.

Kansas City-based Zouire Marketing Group will manage the store, offering a product mix aimed at female consumers. Items for sale include shirts, hats, sandals, belts, jewelry and golf items, the Daytona Beach, Florida-based LPGA said.

"We figure the Web site itself will do a minimum of half a million (dollars) over the course of a year," said LPGA Director of Licensing & Merchandising Anne McCarthy.

"We believe there is an opportunity to merchandise and license the LPGA in ways we haven't done before," added Susetka.

Now the tour just needs Cheyenne Woods, niece of the famous Tiger, to start making her mark on the sport. Give her time. She was born in 1991.