This project was guided by the goal of creating a visual identity that struck a balance between fun and sophistication. It needed to align with the Pembina Valley Humane Society brand while also standing on its own as a distinct event. The design was intended to be versatile, functioning just as effectively on small-scale applications like golf shirts as it did on larger banners and posters. To support this flexibility, simplicity played a key role, and a crest-like structure was used to provide a clean, contained silhouette.

The logo features a script font that brings a sense of playfulness without veering into overly cartoonish territory. This is balanced by a bold, all-caps typeface that adds strength and clarity. Golf-themed elements are incorporated throughout: a golf ball nestled in grass (suggesting the rough) and a small golf club acting as an underline. A paw print on the golf ball and a wagging tail on the final “f” in Ruff add personality and a light-hearted nod to the event’s name. I added a subtle texture to give the design character and warmth.

Designed as a one-color logo, it offers strong versatility—ideal for screenprinting, embossing, or stamping on items like water bottles or beer glasses—without the risk of clashing with photographic backgrounds or losing legibility.

I used the Pembina Valley Humane Society brand’s colours as the palette to tie the event to the main brand. A cute dog on a green with a golf ball was a no-brainer photo choice for the event.

The 2025 tournament brought in 134 golfers, a nearly sold-out tournament, and it raised a total of $31,900 for the Pembina Valley Humane Society!