Objective
The Cairn is a par-three course at McLemore Resort designed by Bill Bergin. The brand needed to live as a sister to McLemore without being absorbed by it. The Cairn had to be distinct enough to stand alone in photography and print, close enough that resort guests understand it as part of the same property. This is par-three golf course brand identity operating as a sub-brand inside a larger luxury golf resort brand identity system.
Solution
ESQUE drew a Celtic knot in continuous linework and modified it into the letter C. The knot is intentionally open at the spaces that would normally be filled, which gives the mark a contemporary stance and behavioral flexibility. Fills can be added for tonal course flags, left empty for apparel. The type treatment shares the McLemore family but runs lighter and tighter.
Special Features
Vertical course flags in a palette drawn from Scottish heather frame each green. Bag tags, shirts, and headwear carry the knot at multiple scales. Print collateral positions The Cairn as its own destination inside a resort that already has one. Guests arriving for a short-game round read it as a distinct experience, which is exactly how Bergin designed it.