The 13- to 14-month process to update the logo at the 128-year-old Sewickley, Pa. club was driven by Bill Pietragallo III, the previous Board president, when he realized that Edgeworth had no logoed clothing that his three school-aged children could wear. While products with both the old and new logos are still being made available, the updated lion logo has been outselling the club’s traditional crested logo by a ratio of four or five to one.
Sometimes simplicity speaks volumes. When the Edgeworth Club in Sewickley, Pa., recently unveiled its new logo—a lion with a racquet in its paw—it spoke to the property’s venerable past, while also giving voice to its future.
The property, which was founded in 1893, rolled out the new emblem, an update of the previous logo that dated to 1957, on Memorial Day weekend of 2021.
“Our long-term members appreciate the historic aspect of the logo,” says General Manager Matthew Kurtas, Certified Sommelier, CCM. “Newer members feel like it lets them know they belong.”
The 13- to 14-month process to update the logo was driven by Bill Pietragallo III, the previous Board president, when he realized that Edgeworth had no logoed clothing that his three school-aged children could wear.
To develop the new logo, Edgeworth relied on input from the Board and The Patterson Group, a professional marketing group that helped with the design. Graphic artist Jeremy Ruby initially submitted 10 different designs to the Board.For the sake of continuity, the marketing group helped Edgeworth identify the most important part of the existing logo, which featured the name “Edgeworth Club,” a divided crest, and the lion holding the racquet on its apex. That logo recognized pioneers in the area, the Edgeworth family of County Langford, Ireland, and the property’s history as a racquet sports destination, particularly after the U.S. Lawn Tennis Association held the 1957 Wightman Cup there.
Referring to the lion, Kurtas says, “We had this great aspect of the logo that we could capitalize on. We have this great heritage and this powerful symbol.”
Edgeworth, one of three private clubs within a two-mile radius near Pittsburgh, also wanted a new logo that would be friendlier for children. “New members on average are in their mid- to late 40s, and they usually have children,” Kurtas says. “Edgeworth Club’s next member is the child of a current member.”
In addition, the property sought a logo that was easier to embroider than the complex crested design. “The new logo is also easier to recognize from a distance in a variety of settings, and it doesn’t have to be as large to be seen,” adds Kurtas.
As part of the development process, the club surveyed focus groups consisting of the membership and staff and found that while members appreciated the tradition and pride evoked by the previous logo, they felt it did not translate well to personal items or apparel. Those surveyed said they would wear more logoed gear if it was available and if the logo was “different, but the same.”
Edgeworth enclosed letters about the new logo with the members’ April and May statements, and also promoted the adoption of the new logo in its digital newsletter. It was then introduced, Kurtas says, through a virtual-store approach.
Staff members created displays of products that would be made available with the logo and posted them strategically. so members would see one every time they visited the club, regardless of why they were there. Signage was posted at the reception center, the fitness center, and the pool entrance. A QR code on the signs took members to the virtual store where they could pre-order items, and they could also leave feedback about other types of new-logoed products they might want.
Edgeworth also contacted its various committees, such as the Swim and Fitness Committee, to get other ideas for the types of products that could be merchandised with the new logo.
As a result of all of these efforts, the club has gone from offering two or three items with the previous logo to more than 20 products with the updated lion logo, which has now been placed on a wide range of items including Tervis tumblers, Yeti cups and coolers, tote bags, pool towels, polo shirts, quarter-zips, visors, and baseball caps.
Edgeworth is also using the new logo in its digital marketing and communications, all newsletters, and on temporary signs. But the club still employs the crested logo for formal events such as wine dinners or weddings, as well as on its menu and on letterhead. “It’s nice to have both, because you can create a visual cue for your guests,” notes Kurtas.
The property’s first true emblem, a calligraphed “EC” script that served as the inaugural logo in the late 19th century, also remains above the stone entrance to the clubhouse.
To generate continued interest in the new look, more products bearing the lion logo are been released on a staggered basis. Currently, Edgeworth is rolling out winter items such as hoodies, vests, and Christmas ornaments. And while products with both logos are still being made available, Kurtas says the lion logo is outselling the crested logo by a ratio of four or five to one.
“The [new] logo is much more approachable and reflects a friendly, youthful style of service,” he says.