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