Fernhill Golf Club.
Parkland golf since 1921.
A friendly members’ club that welcomes visitors every day. The brand should feel like an early tee time: calm, green and unhurried, with a flag of yellow to say where to go next.
The logo.
A flag on the crest of a hill, inside a roundel. It is the view from every tee on the course, and it reads at a glance from a scorecard to a sign by the road. The name is set in Newsreader, the same face as the website.
Files: logo.svg, logo-reversed.svg, mark.svg, app-icon.svg. All are pure vector outlines, so they need no fonts.
Clear space and size
Keep a clear margin of x on every side, where x is half the height of the roundel. Nothing else (text, edges, other logos) goes inside it.
Smallest sizes: the full logo at 120 px wide on screen (30 mm in print). Below that, use the roundel on its own, which holds up to 16 px.
120 px
32 px16 pxColour.
Paper, ink and fairway green carry almost everything. Flag yellow is used sparingly, for the one thing to press or notice: a booking button, today’s date, a shot on the scorecard.
- Hex
- #F2F1E9
- RGB
- 242 241 233
Backgrounds on the website and app. Warmer than white, like a scorecard.
- Hex
- #14261B
- RGB
- 20 38 27
All text and the reversed logo background. A green so dark it reads as black.
- Hex
- #1E4A2E
- RGB
- 30 74 46
The brand colour. The roundel, main buttons, the membership card.
- Hex
- #E4C24B
- RGB
- 228 194 75
The flag, “Book a tee time”, and small highlights. Always with ink text, never white.
- Hex
- #8FB07C
- RGB
- 143 176 124
The hill in the roundel, and tints for finished holes and good news.
- Hex
- #E9E6D8
- RGB
- 233 230 216
A second background to separate sections, and weekend days on the tee sheet.
Rough proportions on a typical page. Light fairway and flag yellow together stay under a tenth.
Typography.
Two free Google fonts. Newsreader is a book face with a little old-club character; Public Sans is plain and clear for times, prices and scores.
Newsreader, Regular 400 and Italic. Medium 500 for small headings. Tight spacing (−2%) at large sizes.
Public Sans, Regular 400, Medium 500 and Semibold 600. Tabular figures for times and money.
Newsreader 400, 72 pxEighteen holes, ten minutes from town.
Newsreader 400, 42 pxWalk the course.
Newsreader 500, 24 pxOver the water
Public Sans 400, 17 pxAll carry over the pond. Take one more club than you think; the green slopes back to front.
Public Sans 600, 12 px, capsVisitors welcome every day
Photography.
The course as members know it: early light, a bit of mist, long shadows across the fairway. Real places at the club, never stock poses.
Early or late light
Shoot in the first or last hour of the day. Soft, low sun and a little haze suit the paper and green palette.
The place, not the pose
Show the holes, the clubhouse and the small details. If people are in shot, they are playing, not smiling at the camera.
Natural colour
Keep greens true and skies gentle. No heavy filters, no oversaturated grass, no added lens flare.
Tone of voice.
Talk like a good club secretary: friendly, short and practical. Say what is happening and what to do next.
Visitors welcome every day.
Plain and warm. Say it once.
Experience our exclusive championship-calibre parkland layout.
Brochure words that nobody says out loud.
Take one more club than you think.
Advice a member would give you on the tee.
This hole presents a significant water hazard requiring precise club selection.
Formal, and it says less.
The course opens at 10:00 tomorrow. We will text you your new time.
What has changed, and what we will do about it.
Due to adverse weather, course availability may be impacted.
Vague, and leaves the golfer to guess.
App icon.
The roundel opened out to fill the square: green sky, light fairway hill, yellow flag. Supplied square at 1024 px; the phone rounds the corners.
FernhillMapsWeather
MailNotesClockMusic
120604029In use.
The same paper, ink and flag on the website, the members’ app and the office system, so the club feels the same wherever you meet it.
