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