Tiger Woods has launched a new brand identity and strategy for his various ventures, signalling the start of a second chapter in his career as an athlete and businessman.
Woods, 40, is to now replace the 'TW' branding he has donned for years with a new TGR label.
The 14-time major champion's new logo is meant to 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") and Mastery ("that naturally results from focus and a willingness to keep learning").
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Woods wrote on his website: "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 includes Woods' ventures such as involvement in various PGA Tour events such as the Quicken Loans National and the Genesis Open, his golf course design company, his restaurant in Florida, and the Tiger Woods Foundation, which has helped some 150,000 students.
Woods added: "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.
"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, which on first glance resembles a tiger's paw, Woods jokingly told his team: "Or even three trees, because I’ve been known to hit into them. My last name is Woods, after all."
The former world number one was due to end his 14-month absence from the sport at the Safeway Open last week, but chose to bypass the tournament on the Monday as his game was "vulnerable."
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