The Eastwood Brand Book 2014

I started with creating a logo for The Eastwood and the project grew from there. I wanted it to be a modern approach on a golf course logo, less literal with the golf ball and clubs, but i did create about 10 different options for the business to choose from. After a vote through emails between the family members, it came down to this one. The golf course is open currently, but has been sold to a new owner. It becomes “The Eastwood” on January 1st at 12:00 am. This book is a startup guide to possibilities that the business could build upon and things to focus on when making design related decisions. I wanted it to be a modern, easy to read book, to really sell readers to the idea of the company, and buy into, literally and emotionally, the family aspect of The Eastwood. The handwritten typeface was inspired by Bob “Flip” Pflibsen’s (my grandfather) cook books, and his marginal notes he used to write to let other readers know the absolutely most important details, summed up in a quick few notes.

The book is organized by sections, and within the section is a start of details and rules of design work to build upon.

The table of contents is clean and modern to help actually navigate any future designer on how to work with a logo if needed.

The mission statement is warm and inviting, similar to that of a handwritten note. I wanted any readers to get a feel for how family connected this brand actually is, and to not lose focus of that.

Proper Logo use shows some but not limited to these options for color variation.

Improper use shows some extreme “nos” for the logo use.

The color pallet is with leaves, sticking to the brand logo for a literal sense of what the leaf could potentially look like with the selected colors. The hex codes weren’t included as to not limit the color possibilities.

Typeography lays out rules and reasons for choosing each font, and where it can be used.

Other “logo” options would be to use the leaf in a creative way without the text overlaying it. This idea can grow and expand as the brand does, changing with the needs of the company.

Photography is large within the restaurant business to sell and advertise promotions and specials, sticking to a style is essential and this page shows how simple it can be to keep it all cohesive.

Stationary was a fun one to create, because as i worked on one i wanted to create more. It would be nice to create several templates and let different owners and managers have their own style to use to differentiate between the different sections

of the company, ie: bar, restaurant, golf course, club house, wedding venue, etc.

I usually prefer to work in Adobe Illustrator, but for this project i forced myself to work in Adobe InDesign. I really learned a lot about the importance of keeping consistent spacing, lettering, and templates.

And it looks much more professional than just dragging from AI and plopping into another program. I learned different paragraph settings which will really help me work with layout and spreads.