TIME TO CHANGE INTO SOMETHING MORE COMFORTABLE We’re excited to introduce you to a refreshingly “new-fashioned” concept of health, well-being and social vitality. It’s an inviting new gathering place that brims with possibilities, encourages joy, and evolves the Tradition brand – connecting with a more relaxed and contemporary idea of luxury. The vibrant atmosphere will be fueled by inspired menus that offer plenty of shareable plates and a refined, yet approachable cuisine. Welcome to the Tavern at Tradition.
THE TAVERN STORY There are places you can have a drink...and then there are taverns. Throughout history, the neighborhood tavern has drawn people together from a variety of backgrounds and interests. As places of refreshment, entertainment and connection, taverns are where cups are filled, stories told, ideas swapped, and friendships forged. Ours is a modern interpretation of the classic gathering place, founded on the timeless tradition of coming together over delicious food and drinks, and drawing inspiration from the authentic charm and everyman appeal of the game’s greatest ambassador—who also called Tradition home. The Tavern at Tradition honors Arnie’s warm, welcoming style with cuisine and cocktails that are both satisfyingly familiar and comfortably upscale. The preparations are skillfully straightforward in approach, pairing nicely with The Tavern’s relaxed, energetic feel and genuine sense of hospitality – a tribute to Palmer’s approach to life…well played.
PRIMARY LOGO The Tavern’s primary logo consists of a simple, modern mark that strikes a harmonious balance between a rustic concept and elegant aesthetics. The logo juxtaposes two capitalized letter T’s, representing the Tavern and Tradition respectively. The mark forms a clean and continuous ‘T’ icon reminiscent of a branding iron, a cue taken from our Spanish Hacienda heritage and a nod to the ranches of that era. The symmetry of the logo is intended to balance both past and present by reflecting two sides of a ‘T’ along a centerline, acknowledging the rich history of Tradition and the progressive evolution that the Tavern represents. A slight asymmetry in the mark is characterized by a difference in the serif, intended to match the font of the overarching brand (and the typeset below the mark), and resembles a sort of mischievous crooked smile—acknowledging the casually refined approach embodied by Arnold Palmer and the fun atmosphere created by the Tavern at Tradition. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
DARK NAVY
COLOR PALETTE Color is an integral part of the Tavern brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but the palette also serves a psychological purpose by communicating an upscale, yet down-to-earth and welcoming feeling. The warm natural tones enhance the appeal of the brand. Color psychology suggests brown is comfortable and deeply connected to home, while dark navy conveys luxury and relaxation — all feelings members should have about the Tavern.
RUSTIC LEATHER
PONDEROSA
SALTON
LIFT YOUR SPIRITS In activating the Tavern at Tradition brand, it is extremely important to manifest our intentions of creating a simple and refined experience from the minute our members and guests arrive. Every sign, menu, and napkin will showcase our new brand and embody our main goal to connect a spirited community of members through great food and great community.
CHEERS! Your new favorite table is almost ready. So gather round and let’s raise a glass to happiness, good health, and lifelong friends. We’ll meet you at the Tavern.
Š tradition golf club 78505 old avenue 52, la quinta, ca 92253
