The Umbrella Story

The Umbrella Story

After winning the 1960 U.S. Open at Cherry Hills, Mark McCormack said about Arnold Palmer, "Instead of a mere hot commodity, he became an immortal in alligator shoes." The Palmer empire of business interests was exploding across the globe. In 1961, as part of an overall business strategy, Arnold Palmer Enterprises, Inc. was established. Now that they had a name, they needed a corporate logo.

The signature story

The signature story

When Arnold Palmer applies his pen to anything he is asked to sign, whether it be a formal document or one of the wide variety of items his fans put in front of him, nobody needs to puzzle over the writer’s identity later on. He takes a great amount of pride in legibility and an equally-large amount of umbrage about the illegible scrawls that many of today’s golf pros and other athletes scribble on items of their admirers. In fact, he is quite vocal about the matter and has convinced many of them to follow suit.

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