MagellanLMD

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.