Building LinksDAO Episode 1: Seth McWhorter

In this special episode of the Links Golf Club Podcast, we’re joined by Seth McWhorter—one of the most iconic logo designers in golf. From Pinehurst to The Tree Farm to Sweetens Cove, Seth’s work has quietly defined a new era of golf branding. We talk about what makes a great golf logo, why clubs get it wrong, and how design can shape the identity of a place. We also go behind the scenes on two logos he designed for us: Spey Bay and Fishbird. If you care about design, identity, and the future of golf—this one’s for you. This is the first episode in a series where we explore what makes great golf clubs truly great—so we can learn, build, and shape the future of Links Golf Club. Links from the episode: Follow Seth on IG → https://www.instagram.com/mcwhortercreative Work with Seth → https://www.mcwhortercreative.com Seth on The Creative Process → https://youtu.be/qlS_7m9E68Y Imperial Interview → https://youtu.be/NFP8NH4zUrY The Hole Story Podcast → https://open.spotify.com/episode/62taDS1TluQ47BI42pwgak Pictures on the Scorecard → https://open.spotify.com/episode/1XMJJxiJhaE4xYvetxavgO Seth's backyard cottage/office: https://www.instagram.com/p/DISNfjct8uk/?img_index=1 Logo Beginnings (logo inspiration book Seth mentions): https://a.co/d/iBfGYi5 Shop Spey Bay primary and fishbird logos → https://proshop.links.golf 00:00 Building a Community in Golf 01:03 Introduction to the Podcast 01:27 The Importance of Golf Club Logos 01:45 Meet Seth McCarter: Golf Logo Designer 03:07 Seth's Creative Journey and Studio 05:32 The Design Process and Philosophy 07:08 Challenges and Realizations in Golf Design 11:27 The Role of Logos in Club Identity 19:21 Common Mistakes in Logo Design 23:17 Successful Golf Branding Examples 28:24 Collaborating with Links Dow 30:58 Initial Excitement and Hesitancy 31:24 Navigating Community Feedback 34:12 The Logo Design Process 38:56 The Story of Fishbird 44:05 Rapid Fire Questions and Reflections 49:37 Future of Design in Golf 57:21 Closing Thoughts and Contact Information