Plus Minus’ identity for golf apparel brand Green Land speaks to a new generation of golfers

Green Land was launched in 2021, born from a desire to offer high-end golf apparel and accessories to a younger, emerging group of players. It required an identity that would resonate with, and attract this audience, whilst subverting the old-school elitist ‘men’s club’ reputation the sport had garnered over the years. Swiss studio Plus Minus – helmed by designer Audric Dandres – took on the task, and delivered a disruptive brand world that stands out from competitors. 

It brings together design elements far from the traditional image of golf. Rather than strive to convey the rolling hills of the green, or look to the forms of clubs and golf balls for inspiration, Dandres instead looked to the future. “The world of technology has been a great source of inspiration for this project,” he tells us. “As technology will certainly play an increasingly larger role in golf, this identity will become even more fitting for the sport in the future.”

This idea is expressed through a boxy custom typeface, featuring angular flag details. “Golf is a sport in which players engage with the natural environment,” Dandres explains. “I aimed to create a total contrast between the organic forms of nature and the sleek, angular design of the logo and font, emphasising the brand.”

To maintain a timeless look, Dandres notes that he sought out a supporting font that has proved its immortality over the years and was more ‘classic’ than the custom logo typeface. “Not least as Green Land is a Swiss brand,” he continues, “so what better font than our dear friend Helvetica Neue?” 

Likewise, a straightforward black-and-white pairing for the palette guarantees future versatility. “Since the identity is already quite disruptive and stands out from traditional golf brands, I wanted to avoid burdening it with a non-classic colour that may become outdated in the future,” the designer notes. “So I chose black and white, the strongest colours to communicate clearly and directly,” he concludes. 

Plus Minus

Green Land