What does your logo mean? 

For the first few years of working on Normal Sport as a side project, we quickly came up with a fun logo that was (and is) fine. We put it on our books and used it in our newsletters. It was clever and nice, and there's an NS hidden in there if you look closely enough. 

I thought it was good and useful and did the job. 

But it never fully captured the humor, heart and humanity of Normal Sport. It was, frankly, a little bit too normal. Toward the end of 2023, I asked one of my oldest friends, Greg Gossett – who now runs his own design business – to mock up something different. 

At some point along the way, in a fit of inspiration – I knew our logo needed to be animal-related. The image that kept popping into my head was the old seagull that picked up the ball on No. 17 at TPC Sawgrass and dropped it in the water. 

So we tried some animal-related logos, and Greg came up with a line of sheep with a little more depth than the smiley. Here’s what that looked like.

Better! But it still wasn't quite there. 

Then Jason kind of messed around with it a bit.

We kind of sat on that for most of 2024, sometimes returning to it but mostly just letting it simmer until some time in the future. Greg kindly said that we could repurpose it however we saw fit.

Toward the end of August 2024, Jason Page sent me the following Slack messages.

I returned in my head to the original inspiration I’d had (I vaguely remember this inspiration taking place when I was driving from Austin back to Dallas after going to the Match Play at ACC). I don’t know why I suggested the following, but I did.

 We kind of joked around with it for a while. Jason even mocked up this insane-looking logo (that is actually kind of sweet and will absolutely be on a shirt at some point).

Everyone else weighed in on everything.

Then Jason dropped what is now the official Normal Sport logo, which I am in love with. 

The idea behind the logo is that even golf’s origins -- folks smashing objects among a bunch of sheep who were just minding their own business, grazing in the fields -- were less than normal. The side-eye sheep in the hat gets at that perfectly, and Jeff picked a great font to go with it.

Here’s the TL;DR version.

I’m proud of the fact that we didn’t just slap something up there and move on. We put so much thought and effort into it. Some would say maybe a bit too much! But we found something (maybe stumbled into something) that fits who we are and what we do absolutely perfectly.