Brand identity · Birmingham, Alabama
Roebuck Golf Course
A hundred and fifteen years, and no mark to show for it.
Overview
Just a muni to some, Roebuck is far more than that to me. The place I grinded my game and freed my mind. Roebuck opened in 1911. The city bought it in 1930, and it has been public ever since — the place where people who don’t belong to a club go to learn the game. Bobby Jones won his first tournament here at thirteen. Locally nicknamed “Roegusta.” Everybody in Birmingham knows the course. Nobody could picture its logo.
Approach
An R and a G, with a hawk held in the space between them. You read the letters first and find the bird second, which is the right order — the same way you only notice the hawks over the back nine once you've stopped keeping score. The letterforms are a classic serif on purpose. A course this old shouldn't look like it just got a logo. It should look like it always had one.
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