Branding · Site guidelines
Quiet confidence,
built for the round.
Smart Golf Books should feel as precise as a well-marked scorecard and as calm as the few seconds before a shot.
Version 1.0 · September 2026
01
Foundation
Design principles
Paper first
The physical sheet is not a workaround. It is a focused, tactile part of the product.
Make space useful
Generous whitespace gives information hierarchy and keeps the experience calm.
Show the signal
Emphasize the insight that changes a golfer’s next decision; quiet everything else.
Earn the click
Sky blue appears only when an element is clickable. Fairway green carries supportive emphasis.
02
Palette
Color system
White carries the experience. Midnight anchors typography and rare high-contrast moments. Fairway green supports editorial details, while Sky 600 is reserved for links, buttons, and active states.
Midnight
Deep navy
Fairway
Fairway light
Sky 600
Slate 950
Paper
Mist
03
Type
Typography
DM Serif Display brings an editorial, considered voice to headlines. Montserrat keeps supporting information crisp and direct.
Display · DM Serif Display
Every round leaves a trail.
Body · Montserrat
Record the decisions behind your score, then turn each completed sheet into a clearer picture of your game.
04
Components
Interface language
Use rules and spacing to organize content. Avoid stacking fully bordered cards when a single divider will do.
Actions
Divided content
Round
One clear idea per column.
Record
One clear idea per column.
Review
One clear idea per column.
05
Writing
Voice & tone
Observant, useful, and grounded. We respect the golfer’s experience and make insight feel approachable.
We are
Clear, calm, specific, encouraging.
We are not
Loud, mystical, technical, judgmental.
06
Character system
The Elder Mentor
Our memory keeper is observant, reassuring, and always prepared. This five-view turnaround is the master reference for future poses and expressions.
Primary mark
Wise, recognizable, and ready to scale.
The cap, calm eyes, brows, round glasses, tusks, and curled trunk connect the mark directly to the Elder Mentor. Use the transparent master for flexible layouts and place it on Midnight when the white face needs stronger contrast.
Profile left
90° left
Three-quarter left
45° left
Straight on
Front
Three-quarter right
45° right
Profile right
90° right
Locked details
White brows, round Midnight glasses, two ivory tusks, a Fairway quilted flat cap and trousers, a Midnight cardigan, a golden-yellow pencil in the left chest pocket, a scorecard in the left hand, and Midnight-and-Paper golf shoes.