City Golf


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

City Golf

City Golf logo
City Golf photography
City Golf brand strategy by The Joneses
City Golf logo inspiration
City Golf logo
City Golf website
City Golf website
City Golf website
City Golf embossing detail
City Golf business card
City Golf advertising hoarding
City Golf caddy vest
City Golf logo on golf balls
City Golf caddy vest
City Golf flag
City Golf heraldic painting
City Golf marketing banners
City Golf carpet
City Golf reception signage
City Golf sign
City Golf putting green flagsticks
City Golf gym t-shirt
City Golf umbrella
City Golf advertising
City Golf logo embroidery

“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