Broad Stripes Golf is a community-rooted course in Summerfield, Florida, with deep ties to tradition, patriotism, and the players who proudly walk its fairways. Formerly known as Stonecrest, the course needed a new identity, something more memorable, more meaningful, and reflective of its veteran-heavy membership. I had the opportunity to help guide that transition, including the creation of a brand-new name inspired by the Star-Spangled Banner.
"Broad Stripes" nods to both the American flag and the game itself. It’s a reference to the bold fairway stripes left behind by a mower, but also a well-known phrase among golfers: to “stripe the ball” means to hit a clean, pure shot. It’s a name that speaks to pride, precision, and perseverance, ideals shared by the golfers who call this course home.
The brand identity was built to reflect that same spirit, with strong, militant-inspired typography, classic emblem layouts, and a flag icon that’s equal parts golf and heritage. This project included a complete naming process, logo system, scorecards, signage, embroidered apparel, and more. From the design details to the story behind the name, the goal was to craft a brand that feels rooted in American tradition while standing tall in the modern game.
Before landing on the name Broad Stripes, we explored hundreds of name ideas—sketching, brainstorming, and revisiting countless directions. Some were traditional, others more playful, but when Broad Stripes came up, it immediately clicked. It felt strong, meaningful, and memorable. I was also given access to historic photos and signage, which helped capture the course’s atmosphere and community. While renovations were still ahead, it was clear the old identity no longer fit. The previous logo felt dated and generic. This was a chance to build something proud and lasting, an identity golfers could truly rally around.
To complement the primary logo, we created a pair of flag emblems that carry the spirit of Broad Stripes in different ways. One features bold, graphic stripes that nod to the course’s name and the fresh-cut fairways they represent. The other incorporates the BS initials, reminiscent of vintage military insignias. Both strike a balance between tradition and attitude, working seamlessly across events and apparel. For special occasions, like the high-energy Moto X event that saw riders soaring over fairway mounds, we pushed the system even further with a custom logo that brought new edge to the brand without losing its roots.
The Broad Stripes identity is built on a strong, flexible design system that brings heritage and modern confidence together. Typography is led by Evanston 1858, a collegiate-inspired typeface full of presence and tradition, paired with Work Sans for clarity across digital and printed applications. This pairing keeps the brand feeling both grounded and accessible.
Embracing “BS” as a key brand element opened the door to something bigger than just initials. It became a symbol of pride, personality, and play. A bold shorthand that sparks conversation, turns challenges into triumphs, and captures the sense of camaraderie that defines the Broad Stripes experience—on and off the course.
The brand’s colour palette follows suit. Liberty Blue leads as the signature tone—confident, versatile, and proudly American. It’s supported by Amber Sands, a soft off-white for contrast and warmth, Gold Star, a bold yellow pulled from service medals, Red Glare, a vibrant, flag-inspired red, and Americana Navy, a deep anchor tone used for emphasis. Together, the palette brings a sense of history, energy, and unmistakable identity across every touchpoint.
