The logo journey

As with all logo explorations and design ideas, things tend to start on good old fashioned piece of paper. Whether it's a napkin at a bar, or, like for us, a page of this dotted notebook:

While working on our brand, in the exploration phase, there were many different logo ideas. Mostly involving flags, arcs, foxes and other golf related items. Once we had some ideas in terms of direction, we then turned to a digital format for further exploration:

Eventually, while sketching out some ideas on the iPad, we landed on simple principle; only using arcs, and trying to draw the logo in one go. This helped us to simplify the fox symbol we had in mind. On one of the first tries, we knew we were onto something.

Since the logo should be memorable, and if someone saw it for 5 seconds, they should be able to draw it up, this idea made even more sense to us. The video below shows how simple the logo can be drawn:

It's actually all designed in one go, just using arcs (following the golden ratio circles idea). It's simple, clean, easy to remember. That was the start of the logo, which since then we have taken to our graphic designer to add a bit more character to it, some dynamic and to finalize the logo.

We also wanted to still find a connection to the sport of golf, so there's one little hidden element in the logo. Something you would not notice if you didn't know, we'll explain below.

The figure above shows how a golf ball travels through the air and how the backspin of the ball makes it climb into the air. Let's not delve into the physics any further, but the lines in the graphic are generally quite familiar to most advanced golfers. These are the lines that most golfers see when they play golf on a simulator, and they do also get shown from time to time in the professional golf tours.

This specific line is one we have worked into our logo, it's only a slight one, and you can find it between the fox's front and back legs. In the end, this line adds a bit more dynamism to the logo and the rest of the logo has also been adjusted to add more character to it, so finally we landed on this:

And there you have it, that's how our logo was born. We use it in various ways, filled, or just lines, and in many different colors, it's a versatile logo and easy to recognize. You'll be seeing these around your local golf course soon ✌️