01Identity
A category word, drawn as terrain.
The Golf.xyz mark is the letter G rendered as contour lines: the same survey language used across the site's terrain fields and orbit diagrams. It is geometry, not artwork, so it holds together from a 16px favicon to a building-scale print, and it inherits the fairway green wherever it is placed.
02The mark
The topographic G
Five nested contours inside a survey ring. The outer contours are quieter than the inner ones, so the letter resolves from the centre outward the way a map reads height.
Artboard
A 100-unit square. The survey ring sits at r47, the letter within r41, so the mark is optically centred rather than mathematically flush.
Contour interval
Radii at 0.34, 0.46, 0.58, 0.70 and 0.82 of the artboard radius — an even interval, read as consistent elevation.
Aperture
Each contour opens 35° below the horizontal and closes with a horizontal spur, which is what makes the form read as a G rather than a ring.
03Lockups
One primary lockup, one secondary
The primary lockup pairs the mark with the serif wordmark across a hairline. Where the mark would be too small to resolve, or where it has already been established on the page, the wordmark stands alone.
Primary lockup
Default. Header, brief covers, share cards, email.
Primary lockup, compact
Sticky headers and dense UI; the mark switches to the small-size form.
Secondary wordmark
Footers, in-body references and any placement where the mark already appears above.
Clear space is the height of the wordmark's cap on all four sides. Minimum sizes: 24px for the mark alone, 96px wide for the primary lockup, 72px wide for the wordmark.
04Principle
One accent, one serif, one line weight. Everything else is space.
The identity is deliberately narrow. A premium asset is signalled by restraint and consistency, not by a palette — so the system spends its interest on scale, air and the contour language instead.
05Colour
Near-black ground, one fairway green
The palette is a single accent on a green-cast near-black. Green is used as a signal — mark, numerals, rules, primary action — and never as a large field.
Ground
--background
The page. Near-black with a green cast, so photography and contour work sit in it rather than on it.
Surface
--surface
Raised bands, cards and the header when it lifts off the ground.
Fairway green
--primary
The single accent: the mark, chapter numerals, rules and the primary CTA. Never used as a large fill.
Foreground
--foreground
Display type and body copy.
Muted
--muted-foreground
Support copy, mono figures and legal lines.
Hairline
--hairline
Every division on the site is a hairline, not a border or a shadow.
06Typography
A display serif, a quiet sans, a survey mono
Three roles, no more. The serif carries the address and every statement; the sans carries reading copy; the mono carries figures, labels and anything that behaves like an instrument reading.
Display serif — statements and the wordmark
Golf.xyz
var(--display-family) · fluid scale via .type-display / .type-statement
Sans — reading copy
A globally understood category name, paired with an extension built for digital products. Set at a real measure, never full width.
Mono — figures and labels
$109,995 USD
Guide price · secure transfer · escrow
07Graphic language
Survey lines, not decoration
Every graphic element on the site descends from the same idea as the mark: measurement drawn by hand-weight lines. Textures are backgrounds, never content.
Motion follows the same rule: slow, single-shot reveals and continuous drift, with a static form under reduced-motion. Nothing bounces, nothing loops for attention.
08Usage
How the identity is applied
A short set of rules that keeps the mark consistent across the site, the briefs, the share cards and email.
Do
- Place the mark in fairway green on the near-black ground, or in foreground white where green would clash with a photograph.
- Switch to the small-size mark below 40px, including favicons and app icons.
- Keep clear space equal to the wordmark cap height on all sides.
- Use the wordmark alone when the mark already appears on the same surface.
Never
- Recolour the mark outside the palette, add a gradient, or fill the contours.
- Stretch, rotate, outline or drop-shadow either lockup.
- Set the wordmark in any face other than the display serif, or alter its spacing.
- Place the full-detail mark below 40px, where the contours close up into a blur.
- Combine the mark with a buyer's logo in a way that implies a partnership or existing ownership.
Golf.xyz
The identity travels with the address. A buyer acquires both.