Pargolf, a Swedish golf retail company wished to create their own brand for golf accessories. They wanted the brand to be youthful and visually rememberable. Something easy to recall.

We scanned the market of golf accessory brands and to our surprise none had claimed the name Swing. A strong verb that assert the action of golf. 

Swing targets a wide audience of all types of golfers and their kins. The objective to be more accessible and fun was therefor a major aspect.

In the logo design, I am using the main target for the swing to be represented by the flag. The type is illustrated as a golf course with it bends and curves, dynamically inlined with the flag. The logo was to be printed on small objects without loosing its visual strength so having a think line and condensed logotype was of importance. 

To stand out in the digital crowed we also aimed to use a minimalistic approach where the Swing colors, logo and field of golf has been used as a way to attract a wider public.