Topgolf Logo PNG
The designers who created the Topgolf logo depicted a stylized golf hole with a flag. They surrounded it with concentric rings of quadrilaterals to show the use of high technology on the playing fields.
Topgolf began in 1997, when London twin brothers Steve and Dave Jolliffe sold their mystery-shopping business and turned to a golf concept centered on feedback and scoring. Regular driving ranges felt repetitive to them, so they used RFID chips inside golf balls to track landing points in real time. After investing about $4 million, they created a target-based game with automatic scoring.
The name Topgolf came from “Target-Oriented Practice Golf.” In 2000, the first venue opened in Watford, about 30 kilometers northwest of London. The launch met resistance: the PGA Tour and major equipment makers declined to partner, local golfers doubted the format, and early UK sites struggled to attract investors.
Growth came through the US market. In the early 2000s, Richard Grogan, David Main, and Erik Wilkinson created Golf Entertainment International to license the technology. In 2005, with WestRiver Group investor Erik Anderson, the first US venue opened in Alexandria, Virginia. American locations were built much larger, with kitchens, restaurants, music, and event areas. In 2006, Callaway Golf invested in Topgolf and secured network-wide exclusivity.
Topgolf opened in Dallas and Chicago in 2006, absorbed its UK entity in 2009, and moved its headquarters to Dallas in 2012. Revenue passed $160 million by 2014 and reached $1.1 billion in 2019, with many visitors saying they did not play golf. Callaway bought the remaining stake in Topgolf in 2021 for $2.6 billion, forming Topgolf Callaway Brands Corp. In 2023, BigShots Golf was acquired for $29 million. In September 2024, management announced a split, returning Topgolf and Callaway Golf to separate public companies.
Meaning and History
Twins Dave and Steve Jolliffe were the first to adopt modern technology for playing golf. In 2000, they built the first Topgolf venue, named after the phrase “Target Oriented Practice Golf.” The idea of embedding contactless radio tags into balls initially received little support. But the brothers did not give up: they managed to find investors and expand their business, opening new locations in different countries.
The entire visual identity of the progressive sports and entertainment company is built around the logo. It adorns advertising signs, building facades, and interior elements, and, in most cases, is decorated with bright backlighting. This symbol has not changed for many years, except for a minor adjustment made in 2014.
What is Topgolf?
Topgolf is an American company specializing in sports entertainment. Its trade name is Topgolf Entertainment Group. It is a subsidiary of golf equipment manufacturer Topgolf Callaway Brands Corp. Their merger was completed in 2021.
2000 – 2014
The emblem features a large triangular shield with rounded sides. Designers used negative space to depict a small flag within the hole and two concentric rings formed by bent quadrilaterals. These elements are colored in a gray gradient, and the inner part of the shield is white. The shield is outlined with a double border and a gray shadow along its entire contour. At the bottom, the word “TopGolf” is written in white letters with a semi-transparent gray border.
2014 – today
After the redesign, the shield remained white, and the other elements of the emblem, including the letters, became dark gray. The gradient disappeared. Moreover, the designers slightly altered the flag’s shape and the size of the quadrilaterals that form the two rings around it. The inscription was also updated: all glyphs are now in uppercase and set in a bold italic font.
The Topgolf symbol demonstrates the high-tech nature of the golf playgrounds. This is hinted at by the futuristic rings around the hole, which resemble elements from a computer game. The coat-of-arms shield is a traditional basis for many sports logos.
Font and Colors
Previously, the Topgolf name was set in a grotesque, geometric, rounded font. In 2014, the Public graphic design team created a new custom font for the company’s logo. In this version, all letters have square outlines. Glyphs are uppercase, bold, and italic. Both the wordmark and the emblem are presented in dark gray. Meanwhile, the shield’s empty part is painted white.
