Shaws of Derby
Rebrand · Logo identity
Context
Shaws of Derby (formerly Derby Golf Club) required a modern, user-friendly, and minimalist brand to help open the venue to a broader, more inclusive demographic, while still respecting its heritage.
The rebrand needed to feel welcoming rather than exclusive.
Accessibility & Design Approach
Renamed and rebranded to support a more open, contemporary identity
Reworked the iconic ram into a simpler, more dynamic emblem
Maintained heritage elements while improving clarity and recognition
Minimalist logo system designed for legibility across signage, print, and digital use
Research-led design to ensure the identity was fit for purpose and audience
Outcome
A refreshed, inviting brand identity that balances heritage and modernity, helping Shaws of Derby appeal to a wider audience while retaining its established character.
Why This Matters
By simplifying form and improving legibility, the rebrand demonstrates accessible graphic design principles — reducing visual barriers and supporting clearer recognition across diverse users and environments.
Client Feedback
“Harrison came up with numerous logo concepts to choose from. He was engaged, creative, and fully fulfilled the brief, with a great overall approach.”
Head of Marketing – Shaws of Derby
