Old Tom Venture Club

Brand Identity for a golf-focused investment syndicate that’s nothing like an old-school venture capital firm.

Old Tom VC is more of a cross between a private golf club & golf fashion brand. Its target audience are golf lovers, fashion & tech-forward members of Gen X. 

The client envisioned a mature, masculine logo that is polished but fun and modern enough to resonate with the intended audience. 

We started off with the 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 two layouts for the combination mark, a monogram, a pictorial mark, and icons. For the colors, we settled on muted orange and green to keep the palette fairly neutral but fresh.