While speaking with one of the assistant golf pros at Jacksonville Golf and Country Club, one topic that came up was how the logo for the club could use an update. The history of the Jacksonville area is extensive, but one specific and relevant piece of history is that the area used to be called Cow Ford when Spain controlled the territory in 1783. It wasn't until the area became part of the United States that it was renamed Jacksonville. While I had already been thinking about creating a concept logo for the club, upon hearing this tidbit, I had an idea to give the club a "mascot" in the form of a cow. The design of the 9th and 18th holes have very recognizable features as the finishing holes leading towards the clubhouse. As seen in the logo below, I was able to create the pond as the cow's stripe down the nose, add golf flags for ear negative space, and include small horns off the unique connected green for the two holes. Finally, one of the defining features of the two holes are the mirrored bunkers framing each side of the pond. I included those in the logo in the general area where they appear on the course, but also line up as the cow's eyes. To add some additional assets, I also created a golf and tennis specific mark as something that could be printed on apparel or any marketing collateral.