PINE BEACH GOLF LINKS Brand renewal

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'PINE BEACH GOLF LINKS' is the only golf course in Korea that is directly linked to the sea. It is a golf resort located in Haenam, Jeollanam-do, Korea, where the landscape design using pine trees. Through this project, we aim to complete brand renewal design by researching the brand and creating new brand stories.

Design Strategy

The design of PINE BEACH emphasizes reliable and comfort mood which reflects unchanging dignity and unique value. We had made touching artwork with minimal graphic elements and expressed distinctive character with well-formed composition and oriental beauty.

Logo Design

The symbol had designed as calligraphies that represents the pine tree which is signature of the brand and the wordmark had created with well-balanced character and intuitive san-serif typeface that represents the timeless identity.

Graphic Motif

We created the line calligraphy for the purpose of brand’s graphic motif. The calligraphy makes the most elegant and oriental identity with abstract expressions and, the rounded line shape symbolize the smooth golf course ridge.

Typeface

We designated two types of fonts used in brand. ‘Eina 03’ is an English typeface of the brand that represents the overall tone and personality of the brand. In addition, it can easily express the strength and weakness of messages with three different styles of case and composition. ‘SJ First Gothic’ is a Korean typeface which shows straight and intuitive character from glyph, and responsible for delivering the story and details of the brand.

Color
The brand’s color is an important function that expressing brand personality. The brand's core color is ‘PINE BROWN and PINE WHITE’ which represents cozy and calm tone. The other colors are used as secondary colors.

Brand Photography

The brand photography aims to deliver warmth and a static atmosphere. Except when the picture shows the overall structure of the facility, the photography avoid excessive perspective angles and capture the subject as clearly and simply as possible. In addition, various photographs of the brand are expressed by cross-editing photographs showing close-ups and facilities with a sense of texture.