texas hackers club logo
Texas Hackers Club is a golf brand started by your average golfer. It’s all about having fun and growing the game. They travel all around the state promoting and showcasing different course in much more relatable way than most other groups do. They’ve hosted tournaments and hangouts around the Dallas/Ft Worth area for the past couple of years, and I’ve been lucky enough to have been apart of it since the beginning. They approached me with the opportunity to rebrand and refresh their logo and other assets, so naturally I jumped on the opportunity.
Original
The biggest problem with the original logo was that it said “DFW.” I had thrown together a logo originally with the “F” becoming a flag and created a flagstick down through the other letter forms, but that was well before the brand became what it is today.
That got combo’d along the way with a Texas state outline as they continued to expand, and the placement of the flag within the state indicated DFW.
Looking to venture out and post more Texas wide courses, this logo felt limiting, and they looked to me to help creating something fresh and all encompassing.
exploratory
Concept 1 — The easiest transition. Type treatment is similar and uses the existing Texas outline asset to keep consistency with produced materials. Maintains the brand equity already established.
Concept 2 — Still using the state outline helps tie in the new assets to the existing ones so it seems like more of an evolution than a rebranding. The slab-serif font drives home the “Texas” feeling, while the updated flag and angle add some motion and energy to the mark.
Concept 3 — Maintains the existing state outline, but this time using a bolder font to help legibility when printing or stitching. Also incorporates the flag back into the type, like the current treatment, helping to reinforce the brand equity already established, but using the iconic Texas flag drive home the identity of the brand.
Selected concept
Ultimately they decided to combo up Concepts 2 and 3, which I think was the right call. You get all the benefits of the brand recognition already established while still feeling fresh and new, and way more Texas. We revised the flag a little, as you can see in the final at the very top of this page.
This was a fun project to work on and I’m glad I could help them take the brand to a new level. I’ve been fortunate enough to help them out along the way with other graphics and social posts, and hopefully we can continue to do good work as a team.