WELCOME

Here you’ll find the official brand guidelines for Golf GameBook.

Golf GameBook is the leading social, livescoring app for golf – like a clubhouse in your pocket.

Golf GameBook is the digital scorecard that gives you a gallery of fans every time you’re on the golf course and a diary to store your golf memories. It is the most effective and social way to keep score in golf allowing golfers to connect and share live results, comments, photos and videos – no matter where they are, on and off the golf course.

STORY

Every golfer deserves a gallery

The way we see it, amateur golfers aren’t all that different to professionals. They too have dedicated hours upon hours to the betterment of their game. When they sink a long-range putt, the elation is the same. Just like the pros, amateurs feel their heart stop every time the ball leaves their club, and know all too well the distance between failure and glory can be less than an inch.

And yet, professional golfers get all the attention. They’re followed around the course by a gallery of fans who
 keep a close eye on every stroke, ride the rollercoaster of emotions and offer support along the way. Seems a little unfair that amateurs don’t get any of that, don’t you think? We thought so. That’s why we created Golf GameBook, an award-winning social live scoring mobile app that takes a golfer’s audience beyond their immediate playing group. Our digital platform connects golfing buddies and allows everyone to share live results, round summaries, comments, photos and videos – no matter where they are.

Even if you’re a small-time golfer, you can have a community of players, pals and fans following your game, cheering you on or giving you a bit of friendly trash talk when things aren’t going your way.

With Golf GameBook, every round is a round worth talking about.

 

MISSION

Making Your golf more fun, easier and simpler on & off the course.

VISION

Enable and elevate golfing communities around the world with a digital clubhouse in your pocket.

VALUES

What this means to us?

Together we can achieve more.

How this shows in what we do?

Golf is a social game. You meet up with your buddies and spend a few hours together on the course. When you’re on the course you may be opponents, but the bigger picture is always a group of people coming together to do something they love. Golf GameBook was born to support that bigger picture. The functionality of our app is all about team spirit: sharing golf results and experiences – on and off the course. In the daily life at the office we work together, support each other and inspire one another to achieve common objectives most effectively. We simply treat each other as we’d like to be treated.

What this means to us?

We dream big and rail against complacency.

How this shows in what we do?

To achieve great things, you need a great attitude. Golf is no different. Every time you stand behind the ball you need to think positively and dream big. That’s what we do when we’re on the course, and that’s what we do in our business. We want Golf GameBook to revolutionize this social game and our app adds excitement into golf while respecting the ancient game. When working towards our goal we maintain a positive attitude and we never give up. We nurture, protect and respect every idea we believe in. We achieve results and celebrate (hard) when we do.

What this means to us?

We strive to continuously improve, never settle, and always commit to excellence.

How this shows in what we do?

Golf GameBook has become the number one scoring app for golfers across the world, and we couldn’t be more pleased. But we know it wasn’t luck! Within the app quality means fewer bugs, optimal performance, and great usability experience. In our everyday life we go home at the end of the day proud of what we’ve done. Our commitment to excellence has made us number one; our drive to always improve will hopefully lead us to retain that title for a long, long time.

What this means to us?

We trust each other and are trusted by others.

How this shows in what we do?

The success of Golf GameBook has been built on trust. Golfers all over the world rely on our app every time they hit the course. Our product has also been both used by and further developed together with some of the biggest names in golf – such as The European Tour. We deliver what we promise, and remain open and honest in all communications. But that level of trust, well it all began internally. From our humble beginnings, everyone at Golf GameBook has believed in a common goal and trusted one another to do their part. We have each others’ backs.

VISUAL GUIDELINES

These visual guidelines will help you use Golf GameBook’s visual identity in the correct way. We will walk you through how to use the company logo and symbol, and will also cover the Golf GameBook typography and color palette.

Golf GameBook’s visual identity is the foundation upon which the brand is built. It’s how we’re recognised and remembered. As such, it’s critical that the identity is presented correctly, whether used in printed material or digitally.

The logotype is set in Mangerica (Bold). The symbol represents a golfer, and the golf swing forms a speech bubble around him. The symbol can also be used as a separate element when the connection to the brand is still obvious without using the full logo version.

Always be sure to use a correct and approved version of the logotype. Use the green and black two-tone version of the logo whenever possible. The logo should be displayed in the same dimensions and and with the same prominence as the partner or other logos. Please do not create your own colour or style variations of any of the logos.

Download the complete Golf GameBook brand package in a .zip file. The package includes the material both for the screen (RGB) and traditional printing purposes (CMYK and PMS).

Download Logo

Color versions

Official color versions are shown here. Use different color versions depending on the background color.

 

App tile

This logo is used in AppStore and Google Play store. App tile can be also used in context where there’s a strong direct connection to downloading the app.

 

 

Golf GameBook Symbol

Here’s a cool text about our symbol and how we use it.

 

 

Things to avoid

A few samples of things that you shouldn’t do when using our logo.

 

SAFETY AREA

Golf GameBook logo and symbol have a defined minimum safety area around them. No other elements should fall within this exclusion zone. The safety area is included in document sizes (i.e. page or artboard size).

 

TYPOGRAPHY

The logotype is set in Mangerica (Bold).

Söhne is our primary font that is used in the app and in printed materials. 


If using our main typeface Söhne is not an option for technical reasons, like in emails, websites, or presentations, we use Public Sans as fallback font. Public Sans is free and available in the Google Fonts Library.

Alignment

When possible, prefer left aligned text. It is easier to read and visually more suitable for our style. The hard left edges make the beginning of paragraphs easier to find.

COLOURS

If asked from golfers, Golf GameBook is green. But to us, it’s different shades of Green used carefully with White/light colours to create an airy and calm atmosphere. In most cases we are using White backgrounds with enough negative space around the visuals and copy, complemented with Green colours that help us to highlight the key actions/messages effectively.

Primary Colours

Golf GameBook has a green heart. GGB Green is our main brand colour complemented with different shades.

GGB Green
#0BB163
R:0 G:0 B:0
C:0 M:0 Y:0 K:100
Green Dark
#098F50
R:40 G:40 B:40
C:0 M:0 Y:0 K:90
Green 800
#007A47
R:85 G:85 B:85
C:0 M:0 Y:0 K:75
Green 900
#004729
R:217 G:217 B:217
C:0 M:0 Y:0 K:18
Green Light
#15C867
R:21 G:200 B:103
C:89 M:0 Y:48 K:22

Secondary Colours

Our secondary colours enhance the appeal of our visuals and bringing depth to our brand.

Blue Dark
#004E8F
R:242 G:242 B:242
C:0 M:0 Y:0 K:7
Blue Light
#48FC65
R:242 G:242 B:242
C:0 M:0 Y:0 K:7
Yellow Primary
#FECC00
R:242 G:242 B:242
C:0 M:0 Y:0 K:7
Gold Primary
#FFD700
R:242 G:242 B:242
C:0 M:0 Y:0 K:7

Paper Colours

Paper (background) colours are used for larger surface areas to be overlayed with content and other components. Consider using white on white, complemented by a subtle drop shadow on elements, to create elevation and separation.

Paper White
#FFFFFF
R:26 G:168 B:93
C:81 M:6 Y:87 K:0
Paper Grey
#F5F5F9
R:11 G:142 B:80
C:86 M:20 Y:90 K:6

Ink Colours

Ink (text) colours are mostly based on neutral greys, with a small percentage of blue. Dark Green is our version of black when it comes to text, it has a small green twist in it. These colours help us to creates a clear and visual hierarchy.

Ink Dark Green
#032615
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Ink Default
#373D40
R:0 G:78 B:143
C:100 M:70 Y:0 K:20
PANTONE 288
Ink Dark Grey
#424A4D
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Ink Grey
#8A8A8E
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Ink Light Grey
#BBBBBD
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Ink White
#FFFFFF
R:73 G:144 B:226
C:70 M:35 Y:0 K:5

Nature colours

Grass, Sand, Sky and Water. These are the elements that you see on a golf course. These colours are great as backgrounds on big surfaces to tie content with brand identity.

Grass 1
#BFEBBF
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Grass 2
#CFF0CF
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Grass 3
#E0F5E0
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Grass 4
#F1FBF1
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sand 1
#E9E5C0
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sand 2
#EFECD0
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sand 3
#F4F2E1
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sand 4
#FAF9F2
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sky 1
#BFDDEA
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sky 2
#CFE5F0
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sky 3
#DFEEF5
R:73 G:144 B:226
C:70 M:35 Y:0 K:5
Sky 4
#F1F7FB
R:73 G:144 B:226
C:70 M:35 Y:0 K:5

Match Play Colours

These colours are used in our Reds vs Blues feature and normal match play games.

Match Play Red
#D2080F
R:210 G:8 B:15
C:0 M:96 Y:93 K:18
Match Play Blue
#1C428D
R:28 G:66 B:141
C:80 M:53 Y:0 K:45
Match Play Dark Blue
#0D2044
R:13 G:32 B:68
C:81 M:53 Y:0 K:73

Colour Ratio

Keeping the right balance between colors is very important for us. You can use these values as a basic guideline to guide your thinking. Main idea is that we want to keep the overall look very light and use our green sparingly.

TONE OF VOICE

What is tone of voice?

Tone of voice is a catchall that refers to the ’personality’ of a brand being distilled into written communication. Its aim is to unify all written and verbal communications into a consistent language style that creates familiarity with the audience.

The language style is formed by the company’s values, which shape application of principles like language, use of idioms, tonality, diction, cadence etc.

Tone of voice is an important part of Golf GameBook’s identity and must be tightly managed to create a consistent brand impression.

Our Voice

WE’RE GOLFERS – AND PROUD OF IT.

Golf GameBook isn’t a giant, faceless brand trying to dominate the sport, we’re a group of golfers who love the game and want to make it even better for ourselves, as well as others.

We’re not elitist. From people with a single figure handicap to those who hit triple figures, everyone’s welcome to get involved in what we do – that’s the beauty of this social game. We want to bring together passionate golfers wherever they are in the world. And it’s important to us that we communicate with these people on a personal level. Golfer to golfer.

We don’t want them to just hear our story; we want them to feel a part of it and be excited by the future of Golf GameBook, just like we are. To build this consumer relationship we need to be mindful of the language and tone we adopt.

This tone guide demonstrates how Golf GameBook’s personality will come to life across everything we write. It showcases how our choice of words and phrasing come together to engage our audiences and spread the word about who we are and what we do.

By creating a relatable personality and being consistent, we’ll position Golf GameBook as a genuine, likeable and worthy golf course companion.

Writing Examples

VALUE ONE: TEAM SPIRIT

Personality attributes: Positive, driven & convivial

Golf is a social game. You meet up with your buddies, spend a few hours together on the course and maybe a few more at the 19th. You’re a team. Sure, when you’re on the course you’re opponents, but the bigger picture is always a group of people coming together to do something they love.

When we speak about Golf GameBook, we need to support that bigger picture. If we’re highlighting features it should have an element of the benefit to the user’s larger group. For example the automatic score calculation means no quibbles over results. Our audience loves the social aspect of golf, and the more we reinforce this, the more likely they are to see Golf GameBook as a member of the team, not an outsider.

And we have good authority to speak about team spirit. Why? Well firstly because we’re golfers too. We know firsthand the power that golf has to bring people together. And secondly, it’s because Golf GameBook wouldn’t exist if it weren’t for people coming together for a common purpose. In 2005 Mane and Kalle, both pro golfers, came up with the idea of an ‘electronic golf scorecard gadget’. Together, they brought this idea to life, supporting and inspiring each other every step of the way. It grew and grew, as did the team of people driving it. Today, Golf GameBook is the number one scoring app in the world – if they gave out green jackets, we’d need dozens.

 

Instead of saying:

Think you’re the best golfer in your group? Now you can prove it with Golf GameBook. It records every single round of all your golfing pals, so there’s no doubt who gets to claim the title of number one.

 How does the reader feel?

Confronted and isolated. Its combative nature is fuelled by arrogance and kills the social aspect of the game.

Why not say:

Golf GameBook brings you closer to your golf buddies even when you’re not on the course together. No matter where you are, you can follow each other’s scores, and share comments, photos and videos in real-time – a great way to cheer each other on or maintain those friendly rivalries.

How does the reader feel?

Motivated to participate, and excited to get friends involved.

 


 

VALUE TWO: ATTITUDE

Personality attributes: Motivated, enthusiastic & resilient

To achieve great things, you need a great attitude. Golf is no different. Every time you stand behind the ball you need to think positively and dream big. You need to believe that the next shot could be your best drive, best putt or best recovery from a bunker. Of course, any golfer will tell you that these unforgettable shots are few and far between, but the most important thing is that you maintain that positive attitude and never quit. That’s what we do when we’re on the course, and that’s what we do in our business.

We need to convey our positive attitude through everything we say. It’s a simple positive spin. If we were on the course and our ball landed in the rough, we’d be happy it didn’t end up in the drink. When speaking to our audience it’s the same principle. Rather than saying paper scorecards are a hassle, we’d say electronic scorecards are easy.

Rather than saying “Don’t you hate it when you get a birdie and no one knows about it?” we’d say “Every time you get a birdie, it can be like your buddies were right there watching”. Golf GameBook all came about because of our positive attitude. Our dream was to create an electronic scorecard that would add a new level of excitement to the game we love and capture the imagination of golfers all over the world – and we believed we could do it.

Today, nearly four million rounds of golf worldwide have been played with Golf GameBook. Tomorrow, who knows how this app will evolve. But, like a golfer standing behind the ball, we believe what happens next will be our greatest achievement yet.

 

Instead of saying:

We created Golf GameBook because every time we were on the course, scoring was a hassle. Those little pencils and scorecards belong in our grandpas’ era, not ours. So we’ve brought golf up to the 21st Century.

 How does the reader feel?

Let down and bummed out. It’s negative and shows a lack of respect for the game’s history and traditions.

Why not say:

We love playing golf, so when we came up with an idea to make it even better we couldn’t resist making it happen. Introducing Golf GameBook – the app that makes scoring easy and enhances the social side of the game.

How does the reader feel?

Trusting of the creators and interested to try it out.


 

VALUE THREE: QUALITY

Personality attributes: Dedicated, meticulous & focused

Golf GameBook has become the number one scoring app for golfers across the world, and we couldn’t be more pleased. But we know it wasn’t luck!

When we first conceived the idea for an electronic scorecard we knew it had to be the very best solution to digital scoring. Our commitment to quality never wavered and through careful development, Golf GameBook was born – an app that combines genuinely useful functionality with the latest in digital technology.

This level of quality and attention to detail should come across when we speak about Golf GameBook. We shouldn’t be shy of terminology like “optimal performance”, “advanced technology” and “greater usability experience”.

We need our audience to trust that we know what we’re doing in the tech space. If we can convey this, our audience will have peace of mind that Golf GameBook is the most sophisticated piece of golf tech on the market and become loyalists. It will also help us to appeal to both the tech-savvy and tech-newbie.

Our commitment to excellence has made us number one; our drive to always improve will hopefully lead us to retain that title for a long, long time.

 

Instead of saying:

Golf GameBook is the best scoring app in the world. It will revolutionize the way you score and socialize with all your golfing buddies.

 How does the reader feel?

Uninformed. It doesn’t highlight its ‘quality’ credentials.

Why not say:

We wanted to create a scoring app that would enhance the game we love. But to do that, we knew it had to be top notch. That’s why we built it with loads of great golfing features, advanced real-time technology, and a highly user-friendly interface so everyone could enjoy. It’s no wonder why over one million rounds of golf a year are played with Golf GameBook.

How does the reader feel?

Impressed. It feels like a movement they want to be a part of.

 


 

VALUE FOUR: TRUST

Personality attributes: Honest, engaging & human

The success of Golf GameBook has been built on trust. Golfers all over the world rely on our app every time they hit the course. MasterCard, BMW and TaylorMade are just some of the big global brands that also put their trust in us. And now as an official partner of The European Tour, who have used and helped to further develop our technology, Golf GameBook’s credibility and presence has never been stronger.

It’s so rewarding seeing the global golfing community embracing Golf GameBook as a reliable partner. But that level of trust, well it all began internally. From our humble beginnings, everyone at Golf GameBook has believed in a common goal and trusted one another to do their part. It’s been all about delivering what we promise.

And that goes for external communication too. When we speak to our audience we need to deliver on what we say. It’s an app that enhances the social side of golf in addition to building your golfing network. We should never claim what we can’t substantiate such as “GameBook is the greatest thing since the invention of the titanium driver”. We should also speak in the first person and use “us” and “we” to give all communications a more human touch.

If we deliver what we promise and be completely genuine, our corporate partners and app downloaders will continue to put their trust in us.

 

Instead of saying:

Golf GameBook will change the way the world plays golf. In ten years time people will look back and wonder how they ever played without it.

 How does the reader feel?

Skeptical. It feels overstated.

Why not say:

We believe Golf GameBook can change the way people think of social golf. And this is just the beginning. We’re going to keep pushing our ideas, adding new features, and creating interesting partnerships so that one day, who knows, Golf GameBook might just be as vital as your set of clubs.

How does the reader feel?

Engaged and interested. Makes them more likely to champion the app.

GET IN TOUCH

Got questions? Please contact:

Johannes Vähätalo
Design Lead
johannes.vahatalo@golfgamebook.com
+358 40 832 7202