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CLEARVIEW.
CREATING THE ICONIC BRAND
The objective: foundation work necessary
to position ClearView Golf for growth as
an iconic brand, one which builds upon a
carefully crafted, expertly choreographed
“identity mythology” that draws on powerful
symbolism to engage audiences. We seek
a deeper cultural perspective on traditional
marketing themes (targeting, positioning,
brand equity, brand loyalty) to create a dis-
tinctive set of “cultural branding” principles
that drive our approach to everything from
marketing research and strategy to commu-
nications and design.
Introducing ClearView. Innovative, authorita-
tive. We are precise, accurate; performance
driven.
I. LOGO DEVELOPMENT AND PRESENTATION
The ClearView logo as the necessary first step in presenting a strategic, cohesive
                visual identity that is appropriate to our brand.
COLOR MATTERS
Based upon color studies, product, likely
extensions and market positioning, the
ClearView logo color palette is defined –– a
mix of tradition, via a masculine, corporate
blue; and “Next Gen,” a vivid, fresh green.
Dark blue: masculine, authoritative, credible.
The preference for men/women across all
age groups.
Green: Youthful, energetic, virile. It is out-
doors, growth, environment, health, wealth,
innovation. The second most popular color
among both genders.
The result: a finely balanced presentation of
heritage, and moving forward.
LOGO STUDY ONE
Recommendation: use of combination
logotype and mark presentation. The logo-
type identifying corporate entity (ClearView
Golf, shortened to “ClearView”) and a mark
that can eventually stand on its own as an
identifier.
This solution utilizes Trajan; elegant, tradi-
tional, historically rooted in classic Roman
letterform; an homage to 16th century golf
played at The Old Links along the windswept
shoreline of the Firth of Forth.
Letters spanning antiquity a perfect coun-
terpoint to a modern, 21st century color
palette; innovative. Fine serif edges; precise.
A mark designed to take its place among
great golf icons throughout the ages. A fit-
ting visual cue for an iconic brand.
LOGO STUDY TWO
This solution utilizes Futura, a font designed
to present efficiency and forwardness. The
uppercase capitals present proportions simi-
lar to those of classical Roman capitals, but
are stripped of ornamentation. The weight-
ing of letters nearly even, low in contrast.
The font is based on simple geometric forms
(near-perfect circles; triangles, squares).
Our presentation includes a mark, the “C”
executed to suggest both movement (of a
rolling golf ball); the site lines of the put-
ter; the ball into a cup. The “V” interrupting
the space, itself an alignment to the cup;
highlighting the space “within” the cup...and
that which is only near; the marked differ-
ence between sinking the putt and coming
to rest but a hair’s width away. In or out is
the ClearView performance differential.
RECOMMENDED LOGO SOLUTION
Based upon our market research (golfer de-
mographic/psychographics); our early stage,
evolving marketing and communications
strategies; initial brand and product map-
ping; a first-to-market product entry; broader
cultural reach of golf to a growing global
audience; competitive landscape; etc., we
recommend this solution.
It has the classicism, clean perfection and
color characteristics necessary to be ap-
proachable for –– and inclusive of –– all our
audiences.
It is a visual brand statement that resonates.
UNIQUE INNOVATION;
UNIQUE TREATMENT
Clearly innovative, we seek to visually con-
nect the product with our logo in appropriate
venues. A key differentiator –– the acrylic
form –– is captured via 3D, see-through
“glass” execution of the logo using a sophis-
ticated graphic treatment. It highlights our
difference, brings the element to the logo
presentation and frees us from a convention-
al look when presenting online, via TV and in
select print scenarios.
II. CLEARVIEW: A LOGO FOR THE “REAL WORLD”
           The ability of the recommended logo to translate across a variety of media
(print; broadcast; Internet) is a given. Its ability to translate across a wide variety of everyday
       objects a necessity in becoming a vital, tangible brand touch point, extensions of
                                        our brand loyalists.
THE CLEARVIEW WEB SITE
With an online presence pivotal to its sales
strategy, the ClearView Web site is key to
establishing a strong visual reference to the
brand. The logo is adapted for use online,
further illustrating its adaptability to various
media.
THE CLEARVIEW CLASSIC CAP
Golfers like to express themselves. We see
the logo as a key element in allowing the
customization of the brand experience at a
very personal level; starting with the requs-
ite golf cap.
THE CLEARVIEW CLASSIC POLO
All ClearView logo wear uses the highest
quality materials with flawless production
(embroidery; printing; etc.). Our initial entry
into golf apparel focuses on presenting the
logo in a crisp, clean manner. Future offer-
ings to introduce accompanying graphic
elements, broader color palettes, additional
customization by purchasers, varying tex-
tures –– all designed to reach target audi-
ences effectively, to allow them to connect
with ClearView in a meaningful way.
THE CLEARVIEW CLASSIC POLO
Illustrating the ease of which the recom-
mended logo can adapt to a changing back-
ground, this polo shows the logo on a white
field, reversing the original logo presentation
from white on blue, to blue on white.
CLEARVIEW CLASSICS FOR MEN
AND WOMEN
Logo apparel extensions for our ClearView
Classics include a windbreaker jacket; a
tailored ladies polo.
IN THE BAG: VALUABLE BRAND
“REAL ESTATE”
A golfer’s bag offers us prime real estate
for brand awareness. Golfers will choose
what they wear to the course, even which
clubs might make it on to any given course,
but the putter and its cover, an integral and
necessary part of the ClearView offering
(protection) will always be at hand with our
purchasers.
This putter cover is included in our
ClearView Classics collection; the putter
cover a precise, succinct visual statement
incorporating the logo in its original form.
ON THE COURSE:
CORPORATE PRESENCE
With an eye towards our future, the logo
is designed to take center stage among
corporate sponsors at any golf tournament,
from the local golf outing for a charity event,
to LPGA and PGA tour stops. It is clean,
bold, noteworthy.
III. CLEARVIEW: A STANDOUT
To provide an initial context for the logo, we place the solution in a field of its peers.
A HALLMARK OF EXCELLENCE
The recommended logo is clearly up to the
challenge. It breaks new ground through its
unique blend of classic elegance and invigo-
rating modernism.
Clear View Logo Presentation
Clear View Logo Presentation
Clear View Logo Presentation

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Clear View Logo Presentation

  • 2. CLEARVIEW. CREATING THE ICONIC BRAND The objective: foundation work necessary to position ClearView Golf for growth as an iconic brand, one which builds upon a carefully crafted, expertly choreographed “identity mythology” that draws on powerful symbolism to engage audiences. We seek a deeper cultural perspective on traditional marketing themes (targeting, positioning, brand equity, brand loyalty) to create a dis- tinctive set of “cultural branding” principles that drive our approach to everything from marketing research and strategy to commu- nications and design. Introducing ClearView. Innovative, authorita- tive. We are precise, accurate; performance driven.
  • 3. I. LOGO DEVELOPMENT AND PRESENTATION The ClearView logo as the necessary first step in presenting a strategic, cohesive visual identity that is appropriate to our brand.
  • 4. COLOR MATTERS Based upon color studies, product, likely extensions and market positioning, the ClearView logo color palette is defined –– a mix of tradition, via a masculine, corporate blue; and “Next Gen,” a vivid, fresh green. Dark blue: masculine, authoritative, credible. The preference for men/women across all age groups. Green: Youthful, energetic, virile. It is out- doors, growth, environment, health, wealth, innovation. The second most popular color among both genders. The result: a finely balanced presentation of heritage, and moving forward.
  • 5. LOGO STUDY ONE Recommendation: use of combination logotype and mark presentation. The logo- type identifying corporate entity (ClearView Golf, shortened to “ClearView”) and a mark that can eventually stand on its own as an identifier. This solution utilizes Trajan; elegant, tradi- tional, historically rooted in classic Roman letterform; an homage to 16th century golf played at The Old Links along the windswept shoreline of the Firth of Forth. Letters spanning antiquity a perfect coun- terpoint to a modern, 21st century color palette; innovative. Fine serif edges; precise. A mark designed to take its place among great golf icons throughout the ages. A fit- ting visual cue for an iconic brand.
  • 6. LOGO STUDY TWO This solution utilizes Futura, a font designed to present efficiency and forwardness. The uppercase capitals present proportions simi- lar to those of classical Roman capitals, but are stripped of ornamentation. The weight- ing of letters nearly even, low in contrast. The font is based on simple geometric forms (near-perfect circles; triangles, squares). Our presentation includes a mark, the “C” executed to suggest both movement (of a rolling golf ball); the site lines of the put- ter; the ball into a cup. The “V” interrupting the space, itself an alignment to the cup; highlighting the space “within” the cup...and that which is only near; the marked differ- ence between sinking the putt and coming to rest but a hair’s width away. In or out is the ClearView performance differential.
  • 7. RECOMMENDED LOGO SOLUTION Based upon our market research (golfer de- mographic/psychographics); our early stage, evolving marketing and communications strategies; initial brand and product map- ping; a first-to-market product entry; broader cultural reach of golf to a growing global audience; competitive landscape; etc., we recommend this solution. It has the classicism, clean perfection and color characteristics necessary to be ap- proachable for –– and inclusive of –– all our audiences. It is a visual brand statement that resonates.
  • 8. UNIQUE INNOVATION; UNIQUE TREATMENT Clearly innovative, we seek to visually con- nect the product with our logo in appropriate venues. A key differentiator –– the acrylic form –– is captured via 3D, see-through “glass” execution of the logo using a sophis- ticated graphic treatment. It highlights our difference, brings the element to the logo presentation and frees us from a convention- al look when presenting online, via TV and in select print scenarios.
  • 9. II. CLEARVIEW: A LOGO FOR THE “REAL WORLD” The ability of the recommended logo to translate across a variety of media (print; broadcast; Internet) is a given. Its ability to translate across a wide variety of everyday objects a necessity in becoming a vital, tangible brand touch point, extensions of our brand loyalists.
  • 10. THE CLEARVIEW WEB SITE With an online presence pivotal to its sales strategy, the ClearView Web site is key to establishing a strong visual reference to the brand. The logo is adapted for use online, further illustrating its adaptability to various media.
  • 11. THE CLEARVIEW CLASSIC CAP Golfers like to express themselves. We see the logo as a key element in allowing the customization of the brand experience at a very personal level; starting with the requs- ite golf cap.
  • 12. THE CLEARVIEW CLASSIC POLO All ClearView logo wear uses the highest quality materials with flawless production (embroidery; printing; etc.). Our initial entry into golf apparel focuses on presenting the logo in a crisp, clean manner. Future offer- ings to introduce accompanying graphic elements, broader color palettes, additional customization by purchasers, varying tex- tures –– all designed to reach target audi- ences effectively, to allow them to connect with ClearView in a meaningful way.
  • 13. THE CLEARVIEW CLASSIC POLO Illustrating the ease of which the recom- mended logo can adapt to a changing back- ground, this polo shows the logo on a white field, reversing the original logo presentation from white on blue, to blue on white.
  • 14. CLEARVIEW CLASSICS FOR MEN AND WOMEN Logo apparel extensions for our ClearView Classics include a windbreaker jacket; a tailored ladies polo.
  • 15. IN THE BAG: VALUABLE BRAND “REAL ESTATE” A golfer’s bag offers us prime real estate for brand awareness. Golfers will choose what they wear to the course, even which clubs might make it on to any given course, but the putter and its cover, an integral and necessary part of the ClearView offering (protection) will always be at hand with our purchasers. This putter cover is included in our ClearView Classics collection; the putter cover a precise, succinct visual statement incorporating the logo in its original form.
  • 16. ON THE COURSE: CORPORATE PRESENCE With an eye towards our future, the logo is designed to take center stage among corporate sponsors at any golf tournament, from the local golf outing for a charity event, to LPGA and PGA tour stops. It is clean, bold, noteworthy.
  • 17. III. CLEARVIEW: A STANDOUT To provide an initial context for the logo, we place the solution in a field of its peers.
  • 18. A HALLMARK OF EXCELLENCE The recommended logo is clearly up to the challenge. It breaks new ground through its unique blend of classic elegance and invigo- rating modernism.