IDENTITY
Brand and identity revitalization for one of the golf world’s most revered and prestigious institutions. The symbol within the new logo comprises yet another look at the Lone Cypress Tree perched on a rocky point along the 17-mile Drive— the quintessential Pebble Beach landmark image.
Legendary illustrator Michael Schwab was commissioned to visually rearticulate a recognizable profile of North America’s most famous coastal conifer. Mr. Schwab is an internationally renown visual interpreter whose style is easily regonized by his signature use of large areas of color daringly bisected with bold minimal line. Within this bold silhouette style he achieves dramatic perspectives on graphic images of archetypical organic forms. His work is dramatic in its simplicity and is synonymous with contemporary American illustration.
Illustration by Michael Schwab
The multi-faceted brand and identity took on a comprehensive system approach that included, identities for three other golf courses, resort wayfinding and signage, and sub-identities for the lodge, spa and restaurant.
