Old Tom Venture Club is a golf-focused investment syndicate
that’s nothing like your average, old-school venture capital firm.
It's more of a cross between a private golf club & golf fashion brand.
Target Audience: golf lovers, fashion & tech-forward members of Gen X.
Design Problem: creating a mature, masculine visual identity that is highly
polished but also fun and progressive to resonate with the intended audience.
Process: We started off with a hand-drawn wordmark. From there,
we expanded the concept by adding a simple graphic of a sheep,
as they used to "mow" golf courses back in the day in Scotland.
Next, we created a mascot - Old Tom Morris - by whom the brand was named.
To finalize the logo suite, we created a monogram, a secondary
wordmark, and multiple lockups for the combination mark.
For the colors, we settled on muted orange & green to keep the palette neutral but fresh.
Later we moved on to stationery - business cards, letterhead & envelope.
Lastly, we worked on, brand patterns, social media visuals, and brand application.
