Warm Springs Golf Course is one of the oldest courses in the Treasure Valley. As the course prepared for a new chapter, the existing identity needed to evolve to reflect the quality of the experience on the ground while elevating and building a stronger, more cohesive brand system that could flex across two distinct sub-brands: the golf course itself and the Warm Springs Grill + Golf restaurant.

The primary goal was honor a beloved local institution while introducing a visual identity with enough sophistication and structure to carry the brand into its next era.

A family of logo marks was developed to serve both Warm Springs Golf Course and Warm Springs Grill + Golf, with horizontal, stacked, and compact favicon variants for each. The illustrative mountain and water mark — a nod to the course's natural setting along the Boise foothills — anchors the primary logo, while wordmark-only versions provide flexibility for partnership lockups and co-branded applications. City of Boise seal integrations acknowledge the course's civic identity without compromising visual clarity.

Typography

Two typefaces define the brand's voice. Minion Bold is a serif rooted in Renaissance-era letterforms — its optical proportions and bracketed serifs carry a sense of history and craft that mirrors the course's standing as one of Boise's oldest and most storied public amenities. It lends the brand a quiet authority without feeling stiff or exclusive.

Gotham Bold provides the counterbalance. Geometric, confident, and highly legible at any size, it handles the functional work of the brand — signage, apparel wordmarks, wayfinding, and UI — with clean efficiency. Where Minion brings warmth and heritage, Gotham brings precision and modern clarity.

Together, the pairing avoids the trap of feeling either too stuffy or too casual. It's a system that can dress up for a club tournament and still feel at home on a Saturday morning tee time — fitting for a course that has always belonged to everyone.

Color

A two-tier palette is rooted in deep, earthy greens and warm browns that reflect the natural landscape of the course and the Treasure Valley. A secondary palette introduces muted rose and terracotta tones to support the Grill + Golf sub-brand, adding warmth suited to a hospitality context. A soft warm neutral ties the system together across backgrounds and materials, giving both brands a shared foundation while allowing each to carry its own personality.

Brand System

A comprehensive brand guide was produced documenting logo usage, color specifications across CMYK, RGB, and Hex, typography hierarchy, favicon system, pattern applications, and merchandise guidelines. The system gives staff and vendors a shared foundation for producing consistent materials — from pint glasses and golf balls to scorecards and co-branded City of Boise lockups.

Goals

  • Establish a unified visual identity across the golf course and Grill + Golf sub-brand

  • Build a structured, documented brand system to support consistent application

  • Honor the course's community heritage while introducing a more refined, contemporary expression

  • Create a flexible logo family that performs across scale, color, and context

Outcome & Impact

The updated brand gives Warm Springs Golf Course a cohesive identity built to grow with the institution — one that performs equally well on a scorecard, a hat brim, and a pint glass. The documented system reduces inconsistency over time and equips the City of Boise team with the tools to maintain brand integrity across vendors and departments.

This project was a reminder that great public amenities deserve great brands — and that strong systems thinking is what makes a brand durable, not just good-looking on day one.

Project Scope

  • Brand identity development and visual system

  • Logo family and favicon development

  • Color palette definition across print and digital

  • Typography system

  • Merchandise and swag application design

  • Brand guide production

Project Involvement

  • Led all visual direction across logo, color, typography, pattern, and brand applications

  • Developed a flexible logo family for two distinct but related sub-brands

  • Designed and produced a comprehensive brand guide for ongoing use by City of Boise staff and vendors