Teeoff Brand Style Guide 2019

BRAND GUIDE 2019 rev. 08/2019

BRAND // CONTENTS

2 INTRODUCTION

31 PHOTOGRAPHY

3

OUR VISION

32 GOLFERS

4

OUR MANIFESTO

33

CLOSE UPS

5

OUR GOLFERS

34

MACRO TEXTURES

6

BRAND PERSONALITY

35

COURSES

7

OUR VOICE

36

PLAYER SUBMITTED PHOTOS

8

VOICE APPLICATION

37

BLACK & WHITE CONVERSION

38

EDITING COURSE IMAGES

9 IDENTITY

39

SELECTIVE FOCUS

10

PRIMARY LOGO

40

CROPPING AN IMAGE

11

PGA TOUR LOGO

41 DON’TS

12 LOCKUP 13 USAGE

42 EMAILS

14 BACKGROUNDS

43 PROMOTIONAL

15

44

SPACE & SIZE

45 TRANSACTIONAL

17 CO-BRANDING

46 HOLIDAYS

18

PGA TOUR APPROVALS

47

SUB BRANDS

19 TYPOGRAPHY

48

TEEOFF POINTS

20

PRIMARY FONTS

49

DEAL PASS

21

SUPPORT & WEB SAFE FONTS

22

HEADLINE STYLING

50

SOCIAL MEDIA

23 SIZING

51 STRATEGY 52

TILT-SHIFT PHOTOGRAPHY

24 COLOR 25 COLOR PALETTE

53 FACEBOOK

26

55 TWITTER

DO’S & DON’TS

27 CROSSHATCH

01

KEY MESSAGES

16 DON’TS

28

CROSSHATCH DON’TS

29

BACKGROUND TEXTURE

30

BACKGROUND TEXTURE DON’TS

©2019 TEEOFF – Confidential and Proprietary.

54 INSTAGRAM 56

PGA TOUR IMAGES

INTRODUCTION Welcome to TeeOff by PGA TOUR! This brand book lives to guide your understanding of our brand— why it exists, how it sounds and what it looks like. It will help inspire your creative representation of TeeOff in all communications to ensure that we are always positioned consistently as a friend passionately in love with the game of golf.

Let’s go. You’re on the tee!

INTRODUCTION // VISION

OUR VISION

WE AIM TO BE GOLF’S & GOLFERS’ MOST VALUED PARTNER.

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©2019 TEEOFF – Confidential and Proprietary.

INTRODUCTION // OUR MANIFESTO

TeeOff aspires to feed golfer’s passion for the game by making it as easy as possible to discover their next round. Featuring exclusive DEALS golfers can’t find anywhere else, TeeOff invites golfers that shoot 111 and 67 to join in on the fun.

Our core mission is to get golfers on the course— whether a local favorite or a bucket-list destination— without obstacles.

WE ARE HERE FOR THE LOVE OF THE GAME. Want to talk about where to play next, cutting the dogleg on a par 5, or the swing changes needed to reach a goal? We’re in. We speak the same language and love connecting with our tribe of golfers as we all passionately pursue the next round.

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INTRODUCTION // OUR GOLFERS

Our golfers come in all ages, genders and abilities.

Their passion for the game is clearly identified by calloused hands, sunburnt calves, far lighter feet and the smile in their eyes the moment they say hello.

Flowing feverishly from a tale of a lipped-out sixfooter last week to a drive that cracked three trees before landing in the middle of the fairway, our tribe of golfers has two stories for every shot they’ve ever hit. They compare stale halfway house hotdogs to filet mignon, and they speak of a new driver like it’s their next of kin.

GOLF IS THE MUSE FOR THE POETRY OF THEIR SOULS.

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©2019 TEEOFF – Confidential and Proprietary.

INTRODUCTION // BRAND PERSONALITY

BRAND PILLARS PASSION

|

DISCOVERY

WE ARE PASSIONATE RELATABLE & ENCOURAGING COLORFUL RESPECTFUL OF TRADITION, BUT NOT BOUND BY IT

|

BELONGING

WE ARE NOT INDIFFERENT DISTANT & COLD BLAND OR UNINSPIRING ELITIST, PATRONIZING OR RESISTANT TO CHANGE

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INTRODUCTION // OUR VOICE

WHAT IS OUR VOICE? Our voice embodies the memorable cart ride conversations shared by golfers across the globe, and it is forever focused on bringing players together to breathe their passion into the game of golf.

And as the go-to golf buddy, we always talk with our golfers — not at them, and we do so in a way that aligns itself with the core values of the game (P.A.R.):

PASSION We are enthused by the content we share with our golfers because it clearly shows the core emotion that binds our partnership.

AMUSEMENT We have fun. And sometimes in the throes of this beautifully frustrating game, everyone needs a reminder that golf is meant to be fun.

RESPECT We mirror the integrity of the game in our actions. We’re honest, forthright and committed to giving everyone the benefit of the doubt — even when they need a mulligan or two.

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©2019 TEEOFF – Confidential and Proprietary.

INTRODUCTION // VOICE APPLICATION

WHAT DOES THE VOICE SOUND LIKE WHEN WE PROMOTE OUR TEE TIMES? “LOOK. We’ve got a DEAL “Fridays Are Meant For Fairways.

NOT too amazing to disclose.”

Save 20% on DEAL Times.

P.A.R. rings through a direct, enthusiastic representation of the deal we are offering.

No click baiting— just honest talk from a trustworthy golf buddy.

WHAT DOES THE VOICE SOUND LIKE WHEN WE TALK ABOUT GOLF COURSES? “From the moment you slap driver off the first 1st tee of this Pete Dye design till you sink your last putt on the 18th hole, the world’s largest ocean stands by as a spectator that steadily supplies rhythmic white noise and a salty mist that tastes like vacation.”

NOT

“Trump National Los Angeles is a difficult daily fee, par 72 course in Palos Verdes, California.”

When we describe golf courses, we do so in a fashion that will help the golfer understand what it will feel like when she arrives on the property. Our writing is accurate, eloquent (without ever sounding stuffy) and committed to inciting passion, amusement and respect.

WHAT DOES THE VOICE SOUND LIKE WHEN WE TALK ABOUT THE PGA TOUR? “Can you imagine making 27 birdies in 72 holes?! Pat Perez was simply amazing this week on the PGA TOUR.”

NOT

“Pat Perez snapped a recent slump, and he recovered from a nagging shoulder injury to make 27 birdies this weekend.”

Our representation of PGA TOUR developments is always positive, rooted in P.A.R. and consciously diverted away from being considered analysis or opinion. And when possible, we bring PGA TOUR updates into our golfers’ games in a fun, relatable fashion.

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IDENTITY

©2019 TEEOFF – Confidential and Proprietary.

IDENTITY // PRIMARY LOGO

HORIZONTAL

VERTICAL PRIMARY IDENTITY

The TeeOff mark has three components: the logotype, the powermark and the “by PGA TOUR” logo.

TeeOff should be written with a capital T and O and everything else should be lowercase. PGA TOUR should be written with capital letters. When written together, it should be written “TeeOff by PGA TOUR”.

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IDENTITY // PGA TOUR LOGO

PGA TOUR LOGO

The unique PGA TOUR logo has come to represent the Pill box shape

highest order of professional golf to its employees, partners and growing fan-base around the world.

In-Line Swinging Golfer Icon

A registered trademark, the logo is a composite of several visual elements arranged in an unchanging spatial relationship: Pillbox containing shape, white

logotype

In-Line, PGA TOUR Logotype, Swinging Golfer Icon

Trademark Registration Notice

and ® Trademark Registration Notice.

The logo may not be altered, modified or redrawn in any fashion.

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©2019 TEEOFF – Confidential and Proprietary.

IDENTITY // LOCKUP

X X half x HORIZONTAL LOCKUP

In the horizontal lockup, the space between the top of the tee and the top of “TEE OFF” equals the amount of space between the registration mark and the “PGA TOUR” mark.

X X

VERTICAL LOCKUP

In the vertical lockup, the space between the base of the mark and the top of “TEE OFF” equals the space between the base of “TEE OFF” and by PGA Tour. The mark and “by PGA TOUR” is centered above and beneath “TeeOff”.

The vertical logo should only be used in small space ads.

NOTE

Only use approved artwork. NEVER reproduce an identity.

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IDENTITY // USAGE

LOGO COLOR VARIATION

Here are some approved ways to use the mark in different situations.

The same variations apply to all mark configurations.

FOUR-COLOR

FOUR-COLOR REVERSE

ONE-COLOR SOLID BLACK

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©2019 TEEOFF – Confidential and Proprietary.

ONE-COLOR REVESE SOLID BLACK

IDENTITY // BACKGROUNDS

IDENTITY ON A BACKGROUND

Place the logo on backgrounds that provide good contrast to ensure that the mark remains legible.

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IDENTITY // SPACE & SIZE

CLEAR SPACE

In order to clearly represent the TeeOff brand, a clear space around the TeeOff mark is required.

The “x” is taken from the “T” in the TeeOff mark. The clearspace “x” is the distance around the logo lockup.

CLEAR SPACE

X X X MINIMUM SIZE

In order to maintain legibility, the mark must never be reproduced below its minimum size.

In digital formats, size is measured in pixels rather than millimeters.

MINIMUM SIZE IN PRINT

7 mm

MINIMUM SIZE ON SCREEN (DIGITAL)

16 pixels

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©2019 TEEOFF – Confidential and Proprietary.

IDENTITY // DON’TS

DO NOT alter or change the color of the logo in any way.

DO NOT add a drop shadow or any sort of effect to the logo.

DO NOT outline the logo.

DO NOT rearrage the logo or use any other lockup other than the provided artwork.

DO NOT stretch the logo.

DO NOT use the logo on unapproved backgrounds or busy photos.

DO NOT use the PGA TOUR logo by itself

DO NOT put a white outline around the pill box on the PGA TOUR logo.

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IDENTITY // CO-BRANDING

NOTE:

17

When TeeOff is the main sponsor, the

partner logo should fit within the height

of “TEEOFF.” The space between the two

logos and the bar that separates them

should be equal.

When using the vertical logo and

TeeOff is the main sponsor, the partner

logo should be the height of “TeeOff”

and “by PGA TOUR.”

When TeeOff and a partner are equal,

the logos should be proportional

to each other.

When there are multiple logos together, then

the TeeOff logo should be equal in size

to the others and spaced equally apart.

Always keep the clearspace for TeeOff in mind. ©2019 TEEOFF – Confidential and Proprietary.

INTRODUCTION // PGA TOUR APPROVALS

PGA TOUR APPROVALS To honor our partnership with the biggest name in golf, The PGA TOUR, it’s imperative that we make sure that The TOUR always approves of how we use its logo and name in external communications.

With the exception of emails, and most digital communications, we need approval for the following:

LOGO USAGE Signage, packaging, trade show booths, television commercials, video boards any other instances where the TOUR logo is in high visibility with the outside world

NAME USAGE Radio scripts, recordings, and press interviews

NOTE:

Please reference the Sub-Brand section for sub-brand logo guidance.

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TYPOGRAPHY

©2019 TEEOFF – Confidential and Proprietary.

TYPOGRAPHY // PRIMARY FONTS

PRIMARY FONTS

Knockout, League Gothic and Arvo are our primary headline fonts. Headlines should be set in all caps.

Headline

Headline

KNOCKOUT

HTF50 Welterweight

ABCDEFGHIJKLMN OPQRUSTVWXYZ 1234567890 Headline / Body copy

LEAGUE GOTHIC ABCDEFGHIJKLMN OPQRUSTVWXYZ 1234567890

ARVO ABCDEFGHIJKLMN OPQRUSTVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

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TYPOGRAPHY // SUPPORT & WEB SAFE FONTS

SUPPORT FONTS

Body copy can be set in lowercase or uppercase Arvo, Helvetica Neue, or Avenir Next. Helvetica Neue Regular or Avenir Next in Medium all caps can be used as an alternative headline if Knockout and League Gothic come off too loud for the image.

WEB SAFE FONTS

When Knockout cannot be used for online application, League Gothic should be used for the headline. Arial Regular and Bold should be used for body copy and legal information.

Body and Alternate Headline

Headline

Helvetica Neue OPQRUSTVWXYZ

LEAGUE GOTHIC ABCDEFGHIJKLMN OPQRUSTVWXYZ

abcdefghijklmn opqrstuvwxyz

1234567890

Regular, Light, Medium

ABCDEFGHIJKLMN

1234567890 Body copy and legal

Body and Alternate Headline

Avenir Next

Regular, Light, Medium

ABCDEFGHIJKLMN

Arial

Regular, Italic, Bold

ABCDEFGHIJKLMN

OPQRUSTVWXYZ

OPQRUSTVWXYZ

abcdefghijklmn opqrstuvwxyz

abcdefghijklmn

1234567890

1234567890

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opqrstuvwxyz

©2019 TEEOFF – Confidential and Proprietary.

TYPOGRAPHY // HEADLINE STYLING

HEADLINE STYLING

Knockout or League Gothic should be the main typeface used for headlines. Arvo, Helvetica neue, or Avenir Next should be used as a secondary typeface for sub-headlines, or to demonstrate a change of tone or emphasis. To create branded typography for TeeOff.com, use larger and smaller font sizes in combination to emphasize the message. In some instances, the headline can be placed at a 15° angle to create a feeling of movement.

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TYPOGRAPHY // SIZING

Typography shouldn’t be reduced below a certain type size otherwise it becomes illegible.

Below is an example of typography sizes used in an online ad as well as a guide for correct sizing.

PRINT

TOP PAR

40 pt.

CHECK ‘EM OUT

13 pt.

DIGITAL

TEE

14 pt.

THE OFFICIAL

10 pt.

DIGITAL (SYSTEM SAFE)

23

WE RANKED

23 pt.

THE OFFICIAL

14 pt.

©2019 TEEOFF – Confidential and Proprietary.

COLOR

COLOR // COLOR PALETTE PRIMARY COLORS

HEX: #F06530

HEX: #F4911E

HEX: #CC3300

HEX: #000000

FOR WEB USE Red: 240 Green: 101 Blue: 48

FOR WEB USE Red: 244 Green: 145 Blue: 30

FOR WEB USE Red: 204 Green: 51 Blue: 0

FOR WEB USE Red: 0 Green: 0 Blue: 0

FOR PRINTING USE Cyan: 0 Magenta: 75 Yellow: 98 Key: 0

FOR PRINTING USE Cyan: 1 Magenta: 50 Yellow: 100 Key: 0

FOR PRINTING USE Cyan: 13 Magenta: 92 Yellow: 100 Key: 5

FOR PRINTING USE Cyan: 0 Magenta: 0 Yellow: 0 Key: 100

PANTONE: 7579 C

PANTONE: 715 C

PANTONE: 7626 C

PANTONE: Neutral Black C

SECONDARY COLORS

HEX: #FFC430

HEX: #707070

HEX: #FFFFFF

HEX: #13294B

FOR WEB USE Red: 255 Green: 196 Blue: 48

FOR WEB USE Red: 112 Green: 112 Blue: 112

FOR WEB USE Red: 255 Green: 255 Blue: 255

FOR WEB USE Red: 19 Green: 41 Blue: 75

FOR PRINTING USE Cyan: 0 Magenta: 23 Yellow: 98 Key: 0

FOR PRINTING USE Cyan: 57 Magenta: 48 Yellow: 48 Key: 15

FOR PRINTING USE Cyan: 0 Magenta: 0 Yellow: 0 Key: 0

FOR PRINTING USE Cyan: 100 Magenta: 90 Yellow: 10 Key: 77

PANTONE: 123 C

PANTONE: 424 C

PANTONE: White C

PANTONE: 2767 C

Our primary colors were chosen to communicate the shared passion of the TeeOff brand and to differentiate us from the competition.

PRIMARY AND SECONDARY COLORS

PROMOTIONAL COLORS (LIMITED USE)

Our primary colors are dark orange, light orange and black. These pair with the secondary palette to complete the primary brand design system. The colors in this palette are the only colors that may be used.

HEX: #EF483E

HEX: #009639

HEX: #8DC63F

HEX: #029CE1

FOR WEB USE Red: 239 Green: 72 Blue: 62

FOR WEB USE Red: 0 Green: 150 Blue: 57

FOR WEB USE Red: 141 Green: 198 Blue: 63

FOR WEB USE Red: 2 Green: 156 Blue: 225

FOR PRINTING USE Cyan: 0 Magenta: 88 Yellow: 84 Key: 0

FOR PRINTING USE Cyan: 86 Magenta: 14 Yellow: 100 Key: 3

FOR PRINTING USE Cyan: 51 Magenta: 0 Yellow: 100 Key: 0

FOR PRINTING USE Cyan: 75 Magenta: 26 Yellow: 0 Key: 0

PANTONE: 7417 C

PANTONE: 7739 C

PANTONE: 367 C

PANTONE: 2925 U

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©2019 TEEOFF – Confidential and Proprietary.

PROMOTIONAL COLORS

When there is a need to call attention, we use the colors in the promotional palette.

These colors accent the primary palette and signal a great deal.

COLOR // DOS & DON’TS

COLOR DOS

DO use primary and secondary color in the crosshatch provided in these guidelines to add color, energy, and emphasis to the product.

DO use promotional colors to highlight sales and deals for standout.

DO use vibrant photography to showcase inventory.

COLOR DON’TS

DO NOT use promotional colors within the patterns.

DO NOT use a color or tint to cover an entire photograph.

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COLOR // CROSSHATCH Option 1

Option 2

ANGLES 45° 30° 10°

PATTERNS

The crosshatch is a contemporary nod to golf’s traditional roots in patterns like argyle.

HOW TO CREATE A PATTERN

The crosshatch is built using 10°, 30°, and 45° angles. We use no more than 3 swatches of color: light, medium and dark to overlay a photo. In InDesign or other CS applications, use the “effects” palette to shift colors to “multiply”. Make sure that you use the approved primary and secondary color palette. Two options may be used when creating a crosshatch for an image. The most commonly used is starting from 100% opacity to 30% transparency with identified edges overlaying the image (option 1). An alternative to this is starting from 100% opacity to a 0% transparent gradient (option 2).

When overlaying the image area, remember that the pattern is to act as a frame and should never be more than 50% of the image area.

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©2019 TEEOFF – Confidential and Proprietary.

COLOR // CROSSHATCH DON’TS

Do NOT tone back color palette

below 50%. Pastel tones are not

part of the approved palette.

Do NOT place pattern over full layout.

Do NOT add a strip of pattern to

a layout, which makes it unreadable

and is not part of our brand system.

Do NOT use colors from the promotional color palette.

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COLOR // BACKGROUND TEXTURE

BACKGROUND TEXTURE

The background texture is a pattern of black on black hexagons that give our black background depth and movement. Though black on black is the primary use, you can use the texture in other design elements as long as it is used sparingly. On occasion, the texture can be used as an orange on orange with a gradient to black.

HOW TO CREATE THE BACKGROUND TEXTURE

What is important to recognize about the black texture is the highlighted area. When using the highlight, always use a radial gradient from black to white. When overlaying the gradient layer onto the hexagonal vector, put the transparency at color burn with a 50% opacity. The highlight in the gradient layer lays behind the main part of the image, almost like a subtle spotlight.

A

B

C

A. BLACK HEXAGONAL TEXTURE B. RADIAL GRADIENT C. RADIAL GRADIENT AT 50% OPACITY WITH COLOR BURN TRANSPARENCY OVERLAYING BLACK TEXTURE

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©2019 TEEOFF – Confidential and Proprietary.

COLOR // BACKGROUND TEXTURE DON’TS Do NOT have the radial gradient overlay too light on the texture. Keep it to 50% opacity with a color burn.

Do NOT make the texture too big.

The idea is to show subtle depth, not a honeycomb effect.

Do NOT use the texture without the radial gradient overlay.

Do NOT use a low resolution version of the texture.

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PHOTOGRAPHY

©2019 TEEOFF – Confidential and Proprietary.

PHOTOGRAPHY // GOLFERS

GOLFERS

Our photography features dynamically-cropped black and white action shots remniscent of a dream-like experience to put the golfer right in the moment.

A full view of people’s face shouldn’t be shown but sometimes a 3/4 profile is acceptable.

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PHOTOGRAPHY // CLOSE UPS

CLOSE UPS

To differentiate us from the competition and evoke passion for the game, our photography is high contrast, black and white and shot close-up.

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©2019 TEEOFF – Confidential and Proprietary.

PHOTOGRAPHY // MACRO TEXTURES

MACRO TEXTURES

Though used sparingly, macro textures are used as a background of an already full design and does not distract from the message.

The macro textures are mainly used to provide more variance and a subtle nod to the golfer’s recognition of the object. These can be used in color or black and white. See examples below on how macro textures can be used.

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PHOTOGRAPHY // COURSES

COURSES

In most cases, vibrant four-color photography will be used to showcase the variety of golf courses.

Use the blues and greens from the promotional palette as a starting point.

The colors should be rich and vibrant but not unnatural.

NOTE

It is okay to use black and white course photography when used as a background versus when we are selling the course as a product.

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Š2019 TEEOFF – Confidential and Proprietary.

PHOTOGRAPHY // PLAYER SUBMITTED PHOTOS

PLAYER SUBMITTED PHOTOS

We receive images provided by our customers through our social channels as well as ratings and reviews. We are able to use these images in different ways as this is part of the Belonging Brand Pillar. Using images in color brings a different feel to these and makes them stand out from our brand. These show true life color and a fun engagement with our consumer. We also use these in black and white for our promotional email usage.

We call out the photographer in a Helvetica font at 9 points next to an icon of our brand mark, orange or black and white depending on what has the most standout and makes the most sense for the layout.

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PHOTOGRAPHY // BLACK & WHITE CONVERSION

ORIGINAL STOCK IMAGE

HOW TO CONVERT TO BLACK AND WHITE

To convert a stock photo to a branded TeeOff image, use the following steps:

1 Open the image in Photoshop and choose “Mode” then “Grayscale” under Image.

2

TRANSFORMED “TEEOFF” IMAGE

Open the adjustments panel and select the curves icon.

3 Once curves is selected adjust curve until the desired affect is achieved.

NOTE

- This is just an example and all photos will need different

levels of effects added to them.

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©2019 TEEOFF – Confidential and Proprietary.

PHOTOGRAPHY // EDITING COURSE IMAGES

STEPS FOR OPTIMIZING COURSE PHOTOGRAPHY

Below will show you how to optimize course photography.

1

Open the image in Photoshop and crop it by selecting the crop tool or pressing “C.”

2

Open the Adjustments panel and select Color Balance. Add some blue to the photo to make the grass look more lush and healthy.

3

In the adjustments panel, select Brightness / Contrast and add a little brightness and contrast to the image.

NOTE

- This is just an example, and all photos will need different

levels of effects added to them.

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PHOTOGRAPHY // SELECTIVE FOCUS

ORIGINAL IMAGE

SELECTIVE FOCUS

When using a selective focus image, make sure that the image is not too close to the point of focus. Also make sure that there is enough space for typography and patterns to be inserted over the photo.

In the example shown, the image has been extended to the left and a larger area of soft focus has been added to allow for type and patterns.

NOTE

Digital - Do NOT use any images that are below 72 dpi.

If an image begins at 72 dpi at 100% DO NOT enlarge photo.

Print - Do NOT use any images that are below 300 dpi.

If an image begins at 300 dpi at 100% DO NOT enlarge photo.

TRANSFORMED “TEEOFF” IMAGE

DON’T

Do not use an image that is so close that parts of the image are unrecognizable. Also, don’t use an image that leaves no room for space typography.

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©2019 TEEOFF – Confidential and Proprietary.

PHOTOGRAPHY // CROPPING AN IMAGE

HOW TO CROP AN IMAGE

A communications piece will have more impact when an image is appropriately scaled and cropped.

NOTE

Digital - Do NOT use any images that are below 72 dpi. If an image begins at 72 dpi at 100%. DO NOT enlarge photo.

Print - Do NOT use any images that are below 300 dpi. If an image begins at 300 dpi at 100% DO NOT enlarge photo.

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PHOTOGRAPHY // DON’TS

DON’T

A

A. Do NOT use photography that

seems overly staged.

B. Do NOT colorize image, always

use black and white photos for

our branded look.

C. Do NOT use photos from odd

A

B C

angles.

D. Do NOT use photos of objects

that do not evoke emotion.

E. Do NOT use course

photography that is too close or too far from the course.

F. Do NOT use a flat grayscale

D

C

image.

NOTE

E

Digital - Do NOT use any images that are below 72 dpi. If an image begins at 72 dpi at 100% DO NOT enlarge photo.

Print - Do NOT use any images

E

F

that are below 300 dpi. If an image begins at 300 dpi at 100% DO NOT enlarge photo.

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©2019 TEEOFF – Confidential and Proprietary.

EMAILS

EMAILS // PROMOTIONAL

PROMOTIONAL EMAILS

We send the promotional emails out several times a week and so the photos should be relevant to the offer/ concept and should support the brand differentiation from other emails our golfers may be receiving. The codes should always be highlighted in our blue promo color and the saving percentages should always be highlighted in the green promo color (see below for builds). League Gothic is used for savings and codes.

DEAL Pass savings are listed below the promo code in the Arvo font.

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HEX: #8dc63f

HEX: #029CE1

FOR WEB USE Red: 141 Green: 198 Blue: 63

FOR WEB USE Red: 2 Green: 156 Blue: 225

FOR PRINTING USE Cyan: 51 Magenta: 0 Yellow: 100 Key: 0

FOR PRINTING USE Cyan: 75 Magenta: 26 Yellow: 0 Key: 0

PANTONE: 367 C

PANTONE: 2925 U

©2019 TEEOFF – Confidential and Proprietary.

EMAILS // KEY MESSAGES

KEY MESSAGE EMAILS

These emails are built similarly to the promotional emails but with a simpler hero image so the content of the email is read. These do not have promotional codes unless an ad unit is put into the email.

The Welcome series for 2019 (shown below) was built with the idea of keeping them all in the same design series. The heros are toned down and smaller, but add a pop of color as the text is the most important part of these emails.

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EMAILS // TRANSACTIONAL

TRANSACTIONAL EMAILS

Though we insert the brand look into our transactional emails, the goal is to get the consumer the information they need in the most organized way and to also encourage booking. The hero images are smaller and simplified.

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©2019 TEEOFF – Confidential and Proprietary.

EMAILS // HOLIDAY

HOLIDAY EMAILS

When designing emails for the holidays, keep the emails elegant vs. cheesy and use the holiday look sparingly. Around Christmas time, never use an illustration associated with a specific religion.

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SUB BRANDS

©2019 TEEOFF – Confidential and Proprietary.

SUB BRANDS // TEEOFF POINTS

TEEOFF POINTS

TeeOff Points was created to give rewards to consumers for their purhcases.

The logo is always stacked and either black and orange or white and orange. The gradient is always present in the orange unless embroidered or printed two color.

The Points logo can also be presented within a button of gray or white (see examples below).

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SUB BRANDS // DEAL PASS

TEEOFF DEAL PASS

TeeOff DEAL Pass was created to sell subscriptions to our consumers.

The grid should always be created with a perfect diamond shape and all white grid lines should be evenly spaced.

The golf ball macro texture is used to give texture and interest to the content without intruding on the other images.

When using the DEAL Pass logo in an ad or web page, always keep it in an orange background for standout. Photos used can overlap grid diamonds but should always allow for movement. Both black and white action and color courses must be shown together.

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DEAL

SOCIAL MEDIA

SOCIAL MEDIA // STRATEGY

STRATEGY

STANDARD TWITTER POST

Our social media strategy fully embodies the spirit of P.A.R. by creating content that drives consumers to interact with the many facets of golf and our product offering concurrently. Our strategy recognizes social media as a two-way street and all golfer comments, suggestions and questions are given proper public attention in a prompt fashion that clearly illustrates our commitment to engagement, while remaining respectful and centrally rooted in passion for the game.

STANDARD FACEBOOK POST

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STANDARD INSTAGRAM POST

©2019 TEEOFF – Confidential and Proprietary.

SOCIAL MEDIA // TILT-SHIFT PHOTOGRAPHY

TREATING COURSE PHOTOGRAPHY

ORIGINAL STOCK IMAGE

In an effort to see courses through the golfer’s eye and mimic on-course behavior, we apply a unique treatment to our course imagery to make the green, fairway or pin (depending on the vantage point) the primary point of focus.

HOW TO BRING FOCUS TO A SUBJECT (TILT-SHIFT PHOTOGRAPHY)

To convert a photo to a branded TeeOff.com image for social media, use the following steps:

1 Choose ‘Edit In Quick Mask mode’

under the Select option.

2 Using the gradient tool, select Radial

Gradient. Select the area of focus and

place a radial gradient over it. Exit Quick

Mask mode by pressing ‘Q’, and

Photoshop will select the gradient

higlighted area.

TRANSFORMED “TEEOFF” IMAGE

3 Once the area is selected, use Lens Blur

(found on the Filters menu). Adjust blur

settings to highlight subject.

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SOCIAL MEDIA // SOCIAL ASSETS BY PLATFORM - FACEBOOK

FACEBOOK

Facebook posts have a series of icons attributed to each post type and the rules are as follows: • With the exception of PGA TOUR imagery, the full TeeOff by PGA TOUR logo is placed in the lower left hand corner of every image posted on Facebook. The #MustPlay and #ToughTest franchises receive additional layers: • #MustPlay posts receive orange thatch and a white #MustPlay icon in the lower right hand corner of the image.

• #ToughTest posts receive a stacked, white #ToughTest icon in the lower right hand corner of the image.

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©2019 TEEOFF – Confidential and Proprietary.

SOCIAL MEDIA // SOCIAL ASSETS BY PLATFORM - INSTAGRAM

INSTAGRAM

Instagram posts have a series of icons attributed to each post type and the rules are as follows: • With the exception of PGA TOUR

imagery, a red TeeOff icon is placed

in the lower left hand corner of

every image posted on Instagram.

The #MustPlay and #ToughTest

franchises receive additional layers:

• #MustPlay posts receive orange

thatch and a white #MustPlay icon

in the lower right hand corner of the

image.

• #ToughTest posts receive a

stacked, white #ToughTest icon

in the lower right hand corner

of the image.

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SOCIAL MEDIA // SOCIAL ASSETS BY PLATFORM - TWITTER

TWITTER

Twitter posts have a series of icons attributed to each post type and the rules are as follows: • With the exception of PGA TOUR imagery, the full

TeeOff.com by PGA TOUR logo is placed in the lower

left hand corner of every image posted on Twitter.

The #MustPlay & #ToughTest franchises receive

additional layers:

• #MustPlay posts receive orange thatch & a white

#MustPlay icon in the lower right hand corner of

the image.

• #ToughTest posts receive a stacked, white #ToughTest

icon in the lower right hand corner of the image.

• N.B. For mobile optimization, the logo and all text icons

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must be at least 89 pixels from the edge of the image.

©2019 TEEOFF – Confidential and Proprietary.

SOCIAL MEDIA // PGA TOUR IMAGES

TREATING PGA TOUR IMAGES

The rules for posting images of current or former PGA TOUR players are as follows: • The image and its accompanying text should portray the subject in a positive manner.

• The image cannot contain a TeeOff logo or any text that could be potentially misconstrued as an endorsment of our brand or products.

Exception • Images of TeeOff TOUR ambassadors may contain a logo and the messaging can be promotional by nature.

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CONTACT INFORMATION: CREATIVE@EZLINKS.COM