On January 1st 2012 both the English Golf Union and English Women’s Golf Association merged to become England Golf – a single National Governing Body for golf.
After a successful pitch Nemisys was appointed to produce the new logo, visual identity and brand guidelines for England Golf.
Bill Craddock (Creative Director) and Shaun Cuff (Associate Design Director) worked on the pitch and subsequent delivery of the project and assets. The concepts produced gave the client a series of potential creative routes. Once a preferred creative route had been chosen Shaun was set with the task of fine tuning and building the final logo.
A variety of creative routes were presented and explored but an updated interpretation of the Tudor Rose was chosen as both the English Golf Union and English Women’s Golf used a variation of this as their previous logo. Given this was a merger sensitivity needed to be shown towards both organisations and their respective brands.
Colour for the new visual identity was also a challenge. It needed to appeal to a unisex audience without leaning too far towards either of the original brand colours. The primary palette consisted of a new stronger red and a grey. This was complimented with a secondary palette to work alongside the grey for sub brands and gave the opportunity to tailor marketing towards individual audiences and genders.
Design and build
The chosen Tudor Rose concept, required some fine tuning. Often a ‘designer’s eye’ is the only tool necessary to achieve visually pleasing results but in this instance a little more methodology was required. Shaun devised a simple grid and a set of repeating measurements to form the basis of the logo. This helped to give a rhythm, symmetry and balance to the mark.