Woods announces new TGR brand

Say hello to TGR.

In what Tiger Woods described as “taking the next step” in his evolution “as a competitor off the course,” he announced Monday on his website (tigerwoods.com) a new brand identity and strategy for his various ventures.

In replacing the “TW” branding he’s used and worn for years, Woods said that his new logo – which, depending on your perspective, looks like three triangles; a tiger’s paw with stripes; or an abstract negative-space “W” initial – will reflect the three pillars of his new approach.

• Mindset “to be the absolute best.”

• Method “inspired by precision, with the end goal of elevating standards and the status quo.”

• Mastery “that naturally results from focus and a willingness to keep learning.”

Woods said on his website that, “My team and I have applied these principles … to all that we’ve accomplished over the last 20 years. But I believe this is just the beginning.”

The TGR label will include Woods’ ventures such as his involvement in various events, including two official PGA TOUR tournaments, the Quicken Loans National and the Genesis Open; his golf course design company; his restaurant in Jupiter, Florida; and the Tiger Woods Foundation, which has helped more than 145,000 students.

During a town-hall meeting with his staff in Anaheim, California, in early September, Woods indicated the new branding and outlook is part of his long-range future. The 40-year-old Woods has not played in a TOUR event in 14 months following back surgery. He withdrew from last week’s Safeway Open, citing concerns that his game is not yet up to his standards.

“What you see here is more than just a logo; it’s the symbol of our future, a mark that proudly shows our mission and beautifully tells our story to the world,” Woods told his team. “… This means an even deeper, more serious and more visible commitment to our future and the changes that will come along the way.”

As for the logo itself, Woods said there’s also another way to view it.

“Even three trees,” he said to his team, “because I’ve been known to hit into them. My last name is Woods, after all.”