"When we redesigned McLemore's Highlands Course, it required a complete rebranding. IV Whitman was instrumental in capturing the essence of the revised golf experience. Through thoughtful and insightful questions, he was able to capture what makes McLemore so special and translate that into compelling messaging. His work spoke for itself—the word spread, visitors came, and their expectations were consistently exceeded."
— Rees Jones, Golf Course Architect
Objective
McLemore Resort is located 1,000 feet above a botanically diverse valley in northwest Georgia, an area known for blending Cherokee and Scottish cultures. The design objective required combining a prevalent deciduous tree—the Cherokee Dogwood—and the Celtic cross of Scotland to create an iconic image that unified both elements in a timeless mark and type treatment.
Solution
The result is a mark that overlays the Celtic cross within the Cherokee Dogwood—the cross appearing in the positive space and the dogwood in the negative space. The type treatment is Goudy Old Style, a face created in 1915 that resembles Italian Renaissance printing while providing a focus on elegance and readability.
Special Features
The McLemore mark appears throughout the resort, from the monument sign at the entrance to grand doorways, apparel, merchandise, and the McLemore Fire Station. It has become one of the most recognized marks in contemporary golf.