ALLSZN: building a golf brand around community
How a wordmark, badge, sub-idents and apparel give a golf and lifestyle brand room to grow.
ALLSZN is a golf brand that honours the game’s traditions, works in the present and is built to last. The identity sets out to build a community around heritage, character and the spirit of the game.
A system, not just a logo
The brand is made up of a wordmark, a badge and a family of sub-idents, from Greenkeeper Social to ALLSZN Coffee Co. A brand pattern ties them together. That structure lets the brand stretch into new ideas without each one looking like a different company.
Made to be worn
For a lifestyle brand, the identity has to look good on the things people wear. It carries across caps, polo shirts, tees and hoodie labels, as well as stationery and email signatures.
Planning for growth
If you expect your business to launch new products, events or spin-offs, design the brand as a family from the start. Sub-brands that share a clear system make every new launch easier and keep the main brand strong.
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