![Creative brief](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386fb037383a7af990fb_Spicy%20Creative%20Brief.jpg)
![Brand traits: Respectful, Heritage, Fierce, Quality, Unique](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386e6dd4c8f20b5ce0fd_Spicy-Brand%20Traits.png)
Logo
Spicy was built in Chicago. So we knew looked at chicagoland imagery and brands from the start. The brand traits of heritage and quality also inspired our sketching process. Giving us the room to explore a range of looks for the brand.
After a lot of exploration, we knew we wanted a stylized wordmark to set the tone. The resulting custom blackletter font forms the spicy part of the spicy brand. Giving it an attitude, but with roots in tradition and quality.
The S of the wordmark serves as a flexible symbol for the brand. Allowing scaleability and giving us room to experiment with badge layouts and more custom apparel designs. It also just looks great embroidered.
![Spicy logo sketches](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386f7fb273b859ef263e_Spicy-Sketches.png)
![Spicy logo construction](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386fb76fc54e0d8ff47d_Spicy-logo%20Build.png)
![Spicy wordmark black and white](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386f833e3f5cb60402d9_Spicy-Logo-Black-Square.png)
![Spicy Golf Company logo lockup](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386e64f56aacaf4122d0_Spicy-Golf%20Company%20Lockup-Large.png)
![Spicy Golf Co. Logo lockup](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386ef99a540e86af2e8c_Spicy-Golf%20Co%20Lockup%20Alt_Square.png)
![White symbol on black](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386fdb056418de2057d6_Spicy-Symbol%20on%20black.png)
Color Palette
The golf apparel brands in our competitive analysis lived in a sea of black and white, so the world of color was relatively open to us. We wanted a palette that fit the name, without being too "on-the-head". The custom red we chose leans towards violet on the wheel, making it much more friendly and inviting. When paired with the blue and khaki, it can look classy and premium as well.
![Color palette](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386e4017ac04a525f0e7_Spicy-Color%20Palette.png)
![Spicy Golf Company logo full color](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386e833e3f5cb604005a_Spicy-Golf%20Company%20Lockup-Color.png)
![Spicy Golf Co. white on red](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386ef4de550d4629388f_Spicy-Golf%20Co%20Lockup%20Alt_Square-Color.png)
![Red symbol on khaki](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386ff99a540e86af2f7f_Spicy-Symbol-Color.png)
![Full color badge, red on blue](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386ea54d97f032a29757_Spicy-Badge-Large.png)
![Circle badge, symbol on blue on red background](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d538734e4ea539ca53a292_Spicy-Badge-Blue-Square.png)
![Red badge on khaki](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5386e084e787d43cf5aee_Spicy-Badge-Red-Square.png)
![Sarisa symbol embroidered on polo shirt](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d538707fb273b859ef26c0_Spicy-Polo-Mockup.jpg)
![Logo printed on black paper](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d538734e4ea539ca53a4bf_Spicy-Paper-mockup.jpg)
![Clothing tag design](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d53870084e787d43cf5be7_Spicy-Golf-Label-Brand-Mock-Up.jpg)
![Symbol on ball](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d53870dec0ebf286226ed6_Spicy-golf-ball.jpg)
![Sarisa business cards](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5387052eafd17b2bcb423_Spicy-Business-Cards.jpg)
![Spicy wordmark logo on polo](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d538704017ac04a525f27e_Spicy-Polo-Mockup-2.jpg)
![White and blue polo and hat designs](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5387052eafd17b2bcb418_Spicy-Polo%20and%20hat.png)
![Polo colorway designs](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d5387036fcfae799a269d3_Spicy%20polo%20colors.png)
![Spicy tshirt designs](https://cdn.prod.website-files.com/64cd71f014ce6df1b0835be3/64d53870dec0ebf286226ea6_Spicy-Tees.png)