Shark continues to evolve
The Greg Norman Company (GN) has announced a company-wide rebrand, which includes an evolution of the shark logo and new company name. Previously known as Great White Shark Enterprises, the Greg Norman Company has embarked on a corporate restructuring over the past 
several years to expand outside of consumer products and golf-related services.
“A journey of a thousand miles begins with a single step. My first step started with the creation of Great White Shark Enterprises 30 years ago,” said Norman. “Over the years I have learned that no business can stand still. We need to build a company not just for today, but for the future. I am thrilled to say that this announcement is just the beginning of many exciting new developments to come.”
GN has enlisted the services of Richard Kirshenbaum’s New York City creative agency, NSG/SWAT to lead both the creative development and brand architecture of the new company. “We selected NSG/SWAT as our brand partner because of their entrepreneurial spirit and bespoke creative solutions not found at the large-agency model,” said Ali Osiecki, VP, Marketing at Greg Norman Company. “We were thrilled to work alongside their elite team of creators as they helped us identify our brand story and authentically reflect our transformation both visually and strategically.”
Arguably the most successful athlete-turned-entrepreneur in history, Greg Norman is widely considered a pioneer in athlete brand building. The internationally recognized “Great White Shark” won more than 90 tournaments worldwide, including two British Open Championships, and claims the distinction of having held the No. 1 position in the world golf rankings for 331 consecutive weeks.
Norman achieved this success through his aggressive playing style, ability to embrace failure and a “never-settle” attitude. The Greg Norman Company integrates this same approach to business, with newly defined brand values of authenticity, passion, confidence and leadership. The Greg Norman Company attacks business with the same vigor with which its namesake attacked the golf course, and the internationally recognized brand consistently delivers the values that his name is synonymous with.
Source: Daily Pulse for October 6, 2016
