New Logo, Branding, and Merch Designs for Belmont Golf Club
About the Project
Belmont Golf Club is a golf club just outside of London, ON in the town of Belmont. Since 1961, this course has served golfers across Elgin & Middlesex Counties with a beautiful local course where every course feels like home.
The club reached out to me about designing some logos for their Men’s & Women’s Leagues in order to refresh the leagues and make them more inviting to golfers. Throughout the project, we narrowed in on a design that everyone loved and changed the objective to be a more generic “Golf League” as opposed to separating based on gender.
A few weeks after completing that project, the club came back, looking to steamroll that league design into the new logo for the entire course. This next leg of the project also involved redesigning their beloved circular logo, which gets used in a variety of places across the web, printed materials, and merch.
Working on this project has been one of the best in recent memory. Emily & the Belmont Golf Club team are super professional and made the entire process so easy and fun for me. I can’t say enough good things about this entire project (and client)!
In the end, we ended up with a phenomenal rebrand that feels at the same time new and familiar. Could hardly be more excited with how the final product turned out in all of its various applications.
If you’re a local golfer, head over to Belmont soon! It’s a beautiful spot to spend a few hours 😀
Full Brand Kit
Skipping you to the end: Here’s the final branding kit we created for Belmont Golf Club.
Round 1 • Presentation
Beginning with the Men’s and Women’s League logos, we explored all the different ways we could bring this project to life. See just a few of the most pertinent slides from the first round presentation for Belmont Golf Club.
Round 1 • Timelapse
If you like to see the process of how things are made, you may dig this timelapse of me working on the first round of designs on my iPad. It’s impossible to definitively say how many hours of sketching this was, but if I had to ballpark it, I’d say you’re looking at about 4-5 hours in 30 seconds.
Round 2 • Presentation
Narrowing in a design now! Testing out a number of different ways we can play with the more decorative elements underneath the primary wordmark (handdrawn by yours truly).
Final Designs • League Logo
The final chosen designs, icons, and variations.
Brand Colour Swatches
All of my clients get a colour swatch kit, which helps ensure you’re using the same colours across all of your marketing.
Wordmarks, Business Cards & Apparel
Starting the next leg of the journey, we began exploring concepts for a new wordmark for the course, circular badge ideas, business card designs, and apparel concepts.
Circular Logo Refinement
These were the sketches I sent over (presented in both black & white and colour) to get a general feel for layout and visual elements that Belmont wanted to see included.
Chosen Design
We’d eventually narrowed in on a favourite design but wanted to exlpore some different font options and mild colour / layout tweaks.
Refined
Sketch
Variations
Circular Badge • Timelapse
Here’s another timelapse screen recording of my iPad as I sketched through 18 different circular badge options for the golf club. You see a lot of different ideas emerging here. I would still love to refine some of these further——just to see how they’d look with meat on their bones.
Brand Pattern
This was the print pattern we came up with to incorporate Belmont logo elements that can be used in a variety of formats (backgrounds of designed literature, apparel, etc.)
Apparel Designs
A number of different print-on-demand apparel options that we developed for Belmont
Final Circular Logo
Final Logo Kit
Every logo & design client of mine also gets back an entire logo file kit with multiple versions, in multiple colour layouts, of their logo for maximum flexibility later. What this does is ensures you’re never going to have an issue using your logo going forward, regardless of the application.
