This article is part of "The Business of Sports," a series on the teams, leagues, and brands turning competition into big business. We're in the midst of a golf renaissance in the United States.

What are you wearing? If it's golf apparel, there's a decent chance it has a logo on it. A course crest on the chest. A name stitched on the sleeve. A quiet signal to anyone who knows how to read it.

Course logos didn't appear on golf shirts until the 1970s. Before then it was a radical idea, almost unthinkable, for a brand to embroider anything other than its most valuable marketing asset—its own ...

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