.01 REQUEST
Bongo Golf is a mobile golf simulator company based in Boston. As a new business, they came to me for a full brand identity. They wanted branding that stuck with a golf theme without feeling generic or overdone. The logo also needed to be simple enough to work at any size, from signage down to merchandise like ball markers and golf balls.
.02 CONCEPTS
A vintage bongo illustration with golf ball dimples on its back, paired with old-style lettering.
A bongo caddy mascot carrying a golf bag, set above bold, blocky text for a playful, sporty feel.
The company's initials with golf clubs at the ends of the letters, showing the moments before and after a swing.
.03 THE WINNER
Rough Draft
Final Draft
The initials "bg" became the concept. I added club-like extensions to the letters, so they suggest the moments just before and after a golf swing. The "b" holds the ball in front of it, ready to swing. The "g" shows the club after it's swung and hit the ball. The client wanted the "bg" to pop more, so for the final I gave the letters thicker strokes and a 3D shadow. In the rough draft, "BONGO" and "GOLF" were set in two different fonts and sizes. For the final, I set both words in the same bold font and size, spaced out to match the stronger icon.
.04 BRAND IDENTITY
Primary
Horizontal
Wordmark
Icon
Extras
.05 RESULT
The client was thrilled the "bg" logo was simple and clever. It captured his vision right away and quickly became his favorite asset. It now runs across the brand's merchandise, from ball markers to golf balls to tee bags.
