Balance & Tempo
Front 9 is occupying a very nuanced space. The approach takes balance, just like a golf swing. Not too slow in the backswing, not too fast coming forward. We’re in a place of honoring the prestige of the game and the clubs that host it (and looking like a coffee at home in that space) while, at the same time, tipping our caps to the pleasures of the game and a great cup of Joe. The front 9 usually starts and ends in different attitudes - being just a little looser after some play.
Gotta have a little fun, right? This pattern evokes the heyday of bad golf shirts, which is currently having a renaissance. It will be used sparingly to add less snobbery when appropriate.
To balance the slight irreverence of our “tee bird” we’ve chosen a rich, deep palette to evoke a sense of luxury and quality - our nod to the country clubs we’ll be targeting. Dark green and gold are balanced with an off white and warm grey to add flexibility and allow us to vary our degree of snobbery.
Please refer to the following color builds for standards when creating assets for your brand. For print use CMYK and for digital and web applications use RGB or Hex. As a general rule one color or pattern won’t lead over another, but be aware of balance and context when choosing color for designs.
- 32% / 30% / 73% / 2%
- 178% / 163% / 98%
- 75% / 47% / 69% / 38%
- 57% / 84% / 70%
- 9% / 3% / 20% / 0%
- 233% / 234% / 208%
Front9 Dark Tan
- 44% / 37% / 60% / 7%
- 142% / 140% / 112%
A NOTE ON COLOR
While we always strive for color accuracy, there are many factors at play when viewing color on screen or on physical objects, like paper, signage and products. The “same” color will never look the same across different substrates—and even different monitors, screens and textures of paper reflect color slightly differently.
Therefore, please expect a certain amount of variation between print (chemicals on paper), web (light) and physical products (plastic/cloth/dyes, etc).
When color accuracy is paramount, we recommend printing using the Pantone Matching System (PMS). W/S will provide Pantone swatches upon request, which we recommend you approve before having anything printed.
We highly recommend you have your printer match colors to your satisfaction before moving forward on any print jobs.
Avoiding the typical serifs found around virtually every county club on the planet, our typography hearkens more to the athletic side of the pursuit and lives at the intersection of this style and high end independent craftsmanship found in bespoke brands in F&B.
Brand In Use
Please refer to the following examples general guide for brand look and feel. Remember when designing Front 9 Coffee Company assets to be mindful of legibility and balance. It’s important to establish an informational hierarchy to clearly communicate our messaging and tone.
Click on any of the images below to view a larger, uncropped version.
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