Tiger Woods is ‘taking the next step as a competitor off the course,’ his website stated on Monday, as the 14-time major champion launched a new brand identity – TGR.

The new logo, which represents a tiger’s claws and alternatively a ‘W’ in the negative space, is designed to represent the three elements of the new image – the 3Ms, if you will.

Mindset – to be the absolute best

Method – inspired by precision, with the end goal of elevating standards and the status quo

Mastery – that naturally results from focus and a willingness to keep learning

‘What you see here is more than just a logo; it’s the symbol of our future, a mark that proudly shows our mission and beautifully tells our story to the world,’ said Woods. ‘This means an even deeper, more serious and more visible commitment to our future and the changes that will come along the way.’

The 40-year-old’s new brand identity will appear in his golf course design, restaurant in Florida, and the Tiger Woods Foundation.

He was still able to keep the mood light when discussing the look of his new logo.

‘Even three trees,’ he said to his team, ‘because I’ve been known to hit into them. My last name is Woods, after all.’