Koninklijke Haagsche Golf & Country Club

Respect for the past and ready for the future

Illustrating history

Our method of building a brand always starts at the core of the brand or organization: the identity. What is the history of the brand, what are the values of the organization, the association and its expressions?

What characterizes her and makes her authentic? We bring out this core and translate it into visual presentation formats. We build on what is already there, so that the positioning is rooted and ideas and solutions take hold. Appealed to our approach, the board of the Royal Hague Golf & Country Club commissioned us to provide advice on its communication and to shape the corporate identity in line with the new positioning.

To translate it into visual appearances, we started by examining the logos that have been used over the years.

In 1893, a high-quality logo was developed for the KHG&CC, the first Golf club in the Netherlands, both typographically and illustratively. At that time it was a modern logo, as evidenced by the high degree of stylization. In 1993 the club was given the designation ‘Royal’ and a crown was added to the logo. The club had now been in Wassenaar for 44 years and the ‘crescent moons’ from the Wassenaar coat of arms were added to the logo, albeit in a different position in relation to each other. All in all, it became a busy logo that, in our opinion, no longer properly represented the quality of the club. We then analyzed how the stork, the well-known symbol from the coat of arms of The Hague, has been visualized in all kinds of applications over the years.

Respect for the past and ready for the future

A logo does not stand alone. It is part of a complete corporate identity that consists of fonts, color, visual elements, photography, etc. These are applied in all visual communications, are coherent and together form a clear presentation. This was not yet the case in the KHG&CC communications. Consistently implementing the corporate identity, from menus to the website, strengthens the club’s brand and communication. The club has a beautiful course and clubhouse and Mattmo wanted to develop the same quality graphically. A quality that is timeless, respectful of the past and sustainable into the future. This has resulted in the new corporate identity of the Royal Hague, which we will implement in all communications in the near future.