City Golf is a private members’ club based in the City of London that combines state-of-the-art indoor golf facilities with luxurious surroundings – ideal for meetings and entertainment.
Working closely with the management team, we devised the proposition “the home of indoor golf” and established that City Golf would be best served with a balance of the imagery associated with established golf clubs and that of contemporary members clubs too – traditional with a modern twist.
So, for the identity, we took the distinctive dragon that guards the City of London’s boundaries as our inspiration and replaced its shield with a golf club – providing the venue with a logo that answered the brief and also echoed the heraldic style of the City Livery Companies.
Engraved, burnished stationery and top-quality photography supplemented the work and enhanced the premium nature of the brand.
What we did
Brand strategy / Brand identity / Brand communications: Website / Presentation design / Brochures / Invitations / Exhibition design / Signage / Art direction
“Elegant and meaningful – The Joneses delivered a distinctive identity that rejuvenated our club and, quite frankly, wouldn’t look out of place on the most hallowed of fairways!”Elliot Lake – Manager