Logo studyIndoor golf club
A swing
in six strokes.
00The project
- Client
- Power of Golf
- Sector
- Indoor golf club
- Year
- 2022
- Typefaces
- DIN Alternate · Avenir
Power of Golf is an indoor golf club. In 2022 the studio drew its logo, trying a letter P, a tee and a flag before going furthest with a golfer mid-swing: six strokes in all, the head a ball, the orbit the path of the clubhead. The name is set in DIN Alternate, its three Os turned into solid circles — three more balls.
- Logo study
- Swing-figure mark
- Wordmark
- Stacked & horizontal lockups
- Black and gold colourways
01The figure
Six strokes,
none to spare.
The whole figure is six strokes: a club, a turning body, a head, the arms in the follow-through, a planted leg and the orbit of the clubhead. The head is a solid circle — the golfer and the ball at once — and the orbit sweeps up from the feet to hold the movement inside a single swing.
- 01The club
- 02The body, turning
- 03The head, also the ball
- 04Arms in the follow-through
- 05The planted leg
- 06The orbit of the clubhead
02Development
First the golfer,
then the name became the ball.
The working file shows how the direction got there. First a figure with no orbit, the name in plain DIN; then the orbit, which finishes the movement; and last the three Os of POWER, OF and GOLF filled in as solid circles, so that the name says what the figure says.
01No orbit
02The orbit closes the swing
03Three Os, three balls
03The name
Three Os,
three balls.
DIN Alternate Bold’s squared letters take three full circles, each as tall as the capitals and spaced like a letter, so the name still reads as words. Indoor Golf Club sits beneath it in Avenir, opened up with tracking.
04Lockups & colour
Black by day,
gold by night.
Two lockups: stacked for signs and print, horizontal for long, narrow places. Two colourways: black on white, and a gold gradient on charcoal, drawn from the three golds in the working file. In the original layout Indoor Golf Club ran into the figure; here it has its own line.
