Fairway Club
Fairway Club is more than just a golf shop; it’s a community. Are you in the club?
Brand Concept - The goal for Fairway Club was to craft a modern, instantly recognisable golfing brand. And what’s more iconic in golf than the pin? The design needed to strike a balance between subtlety and clarity, incorporating the initials "F" and "C" in a way that was both sophisticated and understated.
Design Process - The breakthrough moment came while practising my putting. I noticed how certain modern mallet putter heads, with their cutaway shapes, resembled the letter “C.” This realisation sparked the foundation for the logo. By tilting the shape slightly, I introduced a sense of motion—mimicking the act of putting. To complement this dynamic element, I added a flagpole, seamlessly integrating the “F” and “C” into a clean, cohesive design.
Final Touches - To bring the entire concept together, I created an emblem that frames the logo, enhancing its versatility. The result is a brand identity that embodies modern golfing culture, blending simplicity and sophistication. It’s an emblem that works across diverse applications, from apparel to signage, reinforcing the brand's presence in a contemporary golf community.
Typography - The typography was carefully chosen to align perfectly with the curves and slanted nature of the logo. The lettering mirrors the angle of the pin, creating a harmonious relationship between the typeface and the emblem. Together, they complete a polished and cohesive brand identity.
Colour Palette - While aiming for a modern feel, I wanted to honour golf’s traditions. For the brand’s primary colours, I chose a bold yet tranquil green to evoke classic golf aesthetics and paired it with a sandy white for contrast. To inject a sense of modern personality, I introduced a strong orange. This vibrant colour, inspired by Rickie Fowler’s iconic orange Puma outfits, adds energy and distinction, ensuring the brand stands out both on and off the course.
