Sequoia Golf Course

Sequoia Golf Course in California, USA, started to feel outdated, and its logo was hard to apply to design applications. Moreover, It needed to attract a new and younger target audience. After researching the golf brand ecosystem in Europe and the USA, we found specific design patterns visualized in their identity. Most of the top golf courses in Europe are located in Scotland, UK. Their logo styles are conservative and classic as they use serif typefaces and have a circular stamp shape. In contrast, US golf course logos were modern and reflective of their unique selling point.

Going with a typographic approach emphasizes the new name for the golf course and differentiates the logo from other golf courses in the US, as there are very few logotypes in the field. To ensure the brand’s authenticity, the colors were inspired by nature surrounding the golf course in Eureka, California. As Eureka golf course membership is targeting the middle and upper-middle class, we found that images should focus more on the fun experience that players have and avoid images that highlight extravagant lifestyles that some might find intimidating. Therefore, our recommendation was to show genuine people enjoying their game with family and friends.