Case study — Brand Identity
spg group rebrand.
a bolder, cleaner and more athletic identity that retained recognition while signalling a new stage in the brand.
project at a glance
design principles
brand colours
typefaces selected
project deliverables
application environments tested
recognisable identity, modernised
before and after
evolution, not revolution.
The new identity needed to feel like a progression, not a replacement. Drag the handle to compare old and new.
the challenge
three priorities at once.
The rebrand could not simply be cosmetic. It needed to balance recognition, personality and real-world usability across print, digital, signage and embroidery.
01
evolve rather than replace.
The new logo was designed to feel like a progression of the existing identity, preserving recognition while giving the brand a more modern direction.
02
build the golf connection in.
Rather than treating the golf ball as decoration, it was integrated into the visual system so the identity felt relevant without becoming literal or dated.
03
create a bold, athletic look.
The form, spacing and typography were designed to feel clean, energetic and confident, helping SPG Group appear more established and distinctive.
04
design for real-world use.
Every decision was tested against embroidery, print, signage and event photography from the outset, not retrofitted after the design was finalised.
the new logo
bold on every background.
The logo was developed to work clearly over dark, navy and white backgrounds — the three most common environments in the SPG brand.
the colour palette
four colours. total consistency.
Tap any colour to see its full specifications — hex, RGB and CMYK values for digital, print and physical production.
typography
two typefaces. clear hierarchy.
Gotham Bold for headings. Proxima Nova Light for body text. Together they create a clean, athletic type system across every format.
Gotham Bold
Headings — 30pt, tracking -20
Proxima Nova Light
Body text — 12pt, tracking -10
logo usage
clearance and context.
The "G" of the SPG logo defines the minimum clearance zone. Anything within those boundaries conflicts with the branding structure.
Event photography overlays
Clothing and embroidery
Printed materials and signage
Digital and social media
Large-format graphics
brand in action
the brand document.
Use the arrows or thumbnails to browse through the full brand application — photography, garments, event use and more. Arrow keys work too.
New identity — over photography
what we delivered
the full scope.
Sixteen deliverables covering every dimension of the new identity, from initial concept through to final production-ready assets.
Brand review
Visual positioning
Logo concept development
Golf ball integration
Logo refinement
Primary logo
Alternative logo formats
New colour palette
Typeface selection
Digital application testing
Print application testing
Embroidery suitability testing
Garment application
Event signage considerations
Photography overlay testing
Final brand assets
the key lesson
looks better and works harder.
A successful rebrand should not simply make a business look different. It should make the positioning clearer, improve consistency and work across the environments where customers actually experience the brand.
it retained familiarity.
The identity evolved the existing brand rather than discarding it, preserving recognition with existing members and partners.
it reflected the new positioning.
The stronger, cleaner design better matched the direction and ambition of SPG Group at its current stage.
it worked across every application.
The logo was developed with print, embroidery, signage and event imagery in mind from the outset, not as an afterthought.
it created consistency.
The new colour and type systems gave SPG Group a clearer visual language across all digital and physical environments.
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common questions.
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