classic swing golf loungeBrand Identity, 2025
Classic Swing Golf Lounge is an indoor golf simulator facility designed to provide a refined and traditional practice environment. The client requested a brand identity that reflected her vision of an elevated, professional space rather than a casual, entertainment-driven golf experience.
(initial sketches)
(primary logo)
InDesign, Illustrator
The challenge was to develop a brand identity that communicated quiet sophistication while still making it clear that the space was rooted in golf. The design needed to distinguish Classic Swing from competitors, many of whom lean into social experiences, while positioning the brand as a focused and professional practice environment.
Research into competitors helped define the visual direction the brand should pursue and avoid. Inspiration for the logos came from television series Mad Men and The Crown, which embody timeless elegance and sophistication.
The client envisioned a color palette built around deep green and brass, so I refined those tones and introduced a classy cream color to balance the system. The typography includes traditional serif forms paired with calligraphic letters, echoing the motion of a golf club swing.
This project highlights how a thoughtfully crafted brand identity can set expectations before a customer ever experiences the space. Through design alone, it establishes the tone and level of quality.
Since launching, Classic Swing has been featured in The Red & Black and continues to grow as a professional golf business in Athens.
