Culture&Theory 8 Institute of Golf: Brand Identity

  • Pou Auaha / Creative Director
    Nick Riley
  • Ngā Kaimahi / Team Members
    Ethan Lowe, Jonte Goldwater, Josh Daly, Luke Guilford
  • Kaitautoko / Contributors
    Roam Digital, Luke Morreau
  • Client
    Institute of Golf

The Institute of Golf (IOG) is a platform that empowers players and coaches with knowledge and insight to improve their game — using the power of data to deliver best-in-class tailored direction. We created a digital-first identity inspired by a golfer’s mental process in the pursuit of improvement, based on three stages: insight, focus and progress — distilling these through an intelligent data-driven aesthetic.

Our symbol is a representation of focus and clarity. Its visual construct informs the extended graphic language comprised of a custom numeral typeface and graphic system — all built from the same underlying grid structure.

Our mark, typography and art direction feel intelligent, capturing the mood of high-performance golf and the technical approach needed at the elite level. They echo the principle of clarity and precision through functional and engineered forms.

The identity extends into a sub-brand system to accommodate IOG’s wider offering: Coaching, Consultation and Governance in a clear monolithic structure.

The result is a visual identity that can stretch whilst retaining a cohesive intelligent look and feel, capturing the elite mental focus and fortitude that comes with golf at the most elite level.