The client didn’t want any golf-related icons, and he also didn’t want the logo to look too techy. They we’re looking for something simple, modern, and easy to recognize. In the examples they provided, there was a strong use of boxy, condensed sans-serifs and some exploration with letterforms. They had already done some initial exploration on their own before I joined the team, and they had a clear sense of what they didn’t want.

In my moodboard, I was inspired by brands that feature an icon and a strong typographic wordmark. I was drawn to logos with hidden meanings that, once you notice them, you can't unsee. Like the arrow in FedEx, the combination of an “A” and a location pin in Airbnb, or the Beats logo that resembles headphones on someone’s head.

In Round 1, I explored the letter “G” and how I could subtly incorporate golf elements. In one concept, I added small circles to the inner bowl of the “G” to represent a golf swing. For another concept, I used a script font paired with a rounded sans serif to mimic the feel of a golf course, placing a circle on top of the ear of the “G” to suggest a ball sitting on a tee. The last concept was an extension of the second idea, but this time I started explored a stronger, sharper typeface, called Kabel. 

After presenting all the concepts, the client gravitated toward the first logo, which had subtle hints of a swing meter. While it wasn’t quite finalized, they saw the potential. For next steps they asked for 1-2 additional options, one where the ‘G’ and ‘X’ worked together, and another featuring just the ‘X’. The client also wasn’t a fan of the original teal and yellow color palette, preferring instead the softer cream and teal colors from the other concept presented.

For Round 2, I took the client's feedback and dove headfirst into applying their critiques. My first step was to switch out the color palette and apply it to the selected logo from the first round. As I worked through this round of design, I realized that the small circles in the “G” wouldn’t scale well. So, I created a new version of the swing meter using the font Kabel. Things started to come together, as the font gave the illusion of speed and captured the strong, powerful impact of a golf swing.

After exploring various sans serifs and a few serifs, I ultimately landed on Kabel because of its flexibility. It’s versatile across different platforms, offers a wide range of font weights, and maintains strong legibility thanks to its bold, sharp forms. This makes it especially user-friendly. After testing multiple logo renditions, exploring both letters separately and together, the client chose the version that truly brought their vision to life. The next step was to fine-tune the color palette and deliver the final spec sheets and logo files.

The client originally provided a few colors they wanted me to explore, including a brighter green, yellow, and teal. While designing, I kept this color scheme in mind but also explored options on the opposite side of the color wheel. Ultimately, we landed on a monochromatic green palette. For the final logo, we chose the darker green as the brand’s primary color.

The final concept focuses on the ‘G’ and ‘X’ working together simultaneously. The negative space in the ‘G’ represents a golf swing speed meter, and the tail of the meter extends into the ‘X,’ merging the two letters into a unified mark.