WELCOME TO Greathorse

From the welcoming drive up the hill to the clubhouse, to the never-ending view from the terrace, every aspect of a visit to GreatHorse feels truly transformational.

This is a special place, where luxury and leisure live side by side.

Here, the details matter. The little things are never truly little. And no ask is ever unattainable.

Perfection is not only our goal, it’s our standard.

Meticulously maintained fairways and greens. Thoughtfully curated menus. Luxurious facilities, five-star lodging and can’t-miss events.

An experience defined by just the right mix of elegance and ease, refinement and relaxation.

It’s everything you’d expect, and nothing at all like you expected.

It’s Different at GreatHorse.

IT’S DIFFERENT HERE

What does GreatHorse do?

GreatHorse delivers “the good life”

• Becoming a member at GreatHorse is a recognition
• that ‘things are going well’. Membership enables new possibilities
• and offers a conduit to share it with those that matter.

What makes GreatHorse GreatHorse?

Passion: We care, we commit and we never compromise

Relaxed Refinement: We focus on the finer things… but offer a modern, casual take

Family: We treat both club members and team members just like we would our family

Humility: We strive for perfection but acknowledge we can’t always be perfect

What is the foundation of the GreatHorse brand?

We are an authority on golf

We are purveyors of taste

We are keepers of the social calendar

BRAND EXPRESSION & TONE

Personality, Voice and Tone are how we express the GreatHorse brand. It makes the brand stronger when we express it in a consistent way. Conversely, it confuses people and weakens the brand when we are inconsistent. (For example, a sophisticated socialite would never say the word “bro”.)

Our members want to know what’s happened and what’s happening next. Potential members are aching for a peek inside the doors. We talk to our audience like the smart, accomplished people we know them to be. When we create content, we want people to think:

We are charming – We want our guests to want to spend time with us (both online and at the club)

We are genuine  – We don’t oversell, overexplain or overdo it. Ever. We can get excited but we always keep it real.

We are experts in the know – We are an authority on golf; We are purveyors of taste; We are keepers of the social calendar

PROPER SPELLING AND LAYOUT OF Greathorse

When typing out the brand name, there needs to be consistency for legibility and proper branding. In all cases, the proper spelling is one word, not two.

CORRECT SPELLING & USAGE WHEN USING MRS. EAVES ROMAN SMALL CAPS

When typing out “GreatHorse” in the brand font ‘Mrs Eaves Roman Small Caps’, it should always be in all caps and the “G” should be initialized. Greathorse

CORRECT SPELLING & USAGE WHEN USING ANY OTHER FONT

When typing out “GreatHorse” using any other font, in any other situation, it should be typed or written as “GreatHorse”. Capital “G”, Capital “H”, with no space between the words.

INCORRECT SPELLING

Greathorse Great Horse GREATHORSE greathorse GH GreatHorse Country Club GreatHorse Club The GreatHorse

LOGO (ICON + WORDMARK)

The GreatHorse logo is the combination of our icon and wordmark. It is the master format and should be used whenever possible. The logo will appear on nearly all brand communications (website, video content, digital banners, various print media, all marketing assets, etc.), therefore it must remain highly visible and recognizable in all instances. Please use original and approved artwork whenever possible, without alterations or attempts to redraw or recreate the lettering using computer fonts. The “Horse” icon sits above the “GreatHorse” wordmark as shown here.

In most cases, the approved logo should be used, however, there are certain times that use of ‘just the icon’ or ‘just the wordmark’ is acceptable – some examples may include pro shop apparel, marketing assets or internal presentations. These examples should be examined and approved on a case-by-case basis.

Primary Logo

These are the only approved examples of how to use the logo on various backgrounds, including apparel, merchandise, letterhead, etc. Do not add or detract from the logo with subheads, callouts or descriptors.

Standalone Icon

This standalone icon should not be used unless further reference to the full mark or text "GreatHorse" is made elsewhere. It is useful for mobile apps, social media icons and similar. It should never be used where there is room for the full brand mark.

Monogram Icon

This monogram icon should not be used unless further reference to the full mark or text "GreatHorse" is made elsewhere. It is useful for mobile apps, social media icons and similar. It should never be used where there is room for the full brand mark.

Logo Spacing

To ensure its integrity and visibility, the logo should be kept clear from competing text, images, or graphics. The logo must be surrounded on each side by an adequate amount of clear space, at minimum equal to half the x-height of the wordmark. On the bottom the clear space is measured from the baseline of the wordmark. This is the standard and should be followed as such. Any changes to this rule need to be approved by the marketing team.

INAPPROPRIATE USAGE

For maximum impact and overall consistency, it is important to protect the value and integrity of the GreatHorse identity by using the logo correctly. Always reproduce the logo from original vector artwork files and avoid improper logo usage as illustrated here

Fonts

Typography is a critical element in an effective brand identity system. Along with the GreatHorse logo and colors, typography contributes enormously to the visual voice and consistency of the GreatHorse brand. The “Regular” use of a typeface will ensure consistency in the visual voice used in GreatHorse communications.

HEADLINES

Mrs Eaves Roman Small Caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 !?#@$%&

Headlines should be written in all caps with Mrs. Eaves, with an initialized “G” if featuring the GreatHorse name. They should be scaled as the dominant copy on the page.

BODY COPY

Montserrat Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 !?#@$%&

Body Copy is always written in Monsterrat, unless a websafe font alternative is required.

Subheads

Subheads can either be in Mrs Eaves Roman Small Caps or Montserrat depending on the design challenges and usage.

WEBSAFE FONT ALTERNATIVE

Arial – Websafe font alternative

To avoid unexpected results for shared communications where the text is “live” (such as for PowerPoint® or for composing emails) and where all parties may not have Helvetica Neue Regular available, use Arial. Arial is a system font for both Macintosh and PC platforms and is consistent for cross platform desktop applications.

COLOR RATIO

Color balance is a key part of maintaining a brand’s identity.

The ratio of the color palette is extremely important in keeping communication on-brand.

Brand Colors

Maintaining consistent brand colors is essential to proper brand communication. Variations will exist between different mediums, platforms and executions. Following these numbers will ensure the best amount of consistency.

GreatHorse Red 

RGB

164 / 29 / 54

HEX

#a41d36

CMYK

C: 0%

M: 82%

Y: 67%

K: 36%

Pantone

201

Shadow Gray

RGB

123 / 110 / 102

HEX

#7b6e66 

CMYK

C: 0%

M: 11%

Y: 17%

K: 52%

Pantone

Warm Gray 10

Black

RGB

0 / 0 / 0 

HEX

#010203

CMYK

C: 75%

M: 68%

Y: 67%

K: 90%

Black C

PHOTOGRAPHY STYLE

Striving for consistency whenever we can on photography will help ensure our brand story is coming off as powerful and consistent.

The main elements of each image to consider are:

• Composition
• Lighting (natural if possible / authentic)
• Shallow depth of field (when applicable draws attention to the meaning of the shot)
• Authentic moment

Working to ensure our images are chosen to feel “real” and not “stock” will give our brand a sense of real world authenticity as opposed to a slick salesman communication. As we purposely focus on how our brand is communicated visually, try to maintain a distinct difference in the type of shots captured and areas of focus:

A – Golf

We want our club to be represented at the highest level of quality and beauty while also focusing on the competitive edge and challenge our course provides. Try to marry the composition and grand beauty of the club with the quintessential moment and enlightened experience.

B – Lifestyle

Lifestyle images around our club should capture the beauty and spontaneity of the moment with composition of friends and or amenities / club architecture. Important that these shots feel like a captured moment, and not a set-up or “fake” experience.

C – Food & Beverage

When highlighting our food (and the food is the hero of the image) there should be an extreme and singular focus on the food and/or beverage that is being highlighted.

D – Facilities & Architecture

Highlight the interior, exterior and landscaping design with a consistent stylistic approach.