How do you sell a groundbreaking concept before it’s built?

Without creates new brand for Club Condor to bring unprecedented golf club to central London

Strategic branding agency Without has unveiled a new brand for Club Condor, London’s first exclusive destination for the urban golfer built around the complete game of golf.

Set within a historic former bank at no.1 Fleet Street, Club Condor will offer an unrivalled golfing experience, debuting first-to-market golf technology, including a moveable chipping green, plus bespoke fitness training, and spaces to work, socialise and relax. With completion not until 2027, Without’s challenge was to bring that vision to life, creating a brand that would attract a new generation of golfers to the pre-launch membership fold – before Club Condor’s doors have even opened. 

An 18-hole course in the countryside is a nice escape, but it’s out of reach on a rainy Tuesday lunchtime. At Club Condor, serious golfers can walk into a historic banking hall in the middle of a working day and swing a club, moving from pro-level simulation to finishing shots on a physical, moveable green. A performance-first sanctuary, Club Condor offers golf-specific fitness facilities that even the most prestigious country clubs lack, alongside spaces to catch up on work or grab a drink after a game.

With a strategy focused on golf as ritual, not just for Sundays, Without landed on a core idea – United in Obsession – and built a brand that turned a vision into a lifestyle, helping Club Condor to grow pre-launch membership above expectations.

The brand identity is suggestive of performance, practice and obsession, with a logo that appeals to both the sporting and the membership world. The original – an old-school golf club – was replaced by a confident wordmark and symbol. Using custom typography, the wordmark is evocative of a golf swing, while the symbol – with the “o” as a hole in the centre – is discreet, used for those in the know, and playfully executed across merchandise. It can flex across applications.

A neutral colour palette is anchored by premium dark green, with a bright coral accent used sparingly as a signature colour in the shape of a dot. Symbolic of repetition and endless practice, the dot
 adds a layer of colour and play to the toolkit, and works well for animation.

A robust suite of typefaces allows for flexibility, and gives a premium flourish to a technical execution.

Albert Lindsell, Founder & CEO, Club Condor: “My vision for Club Condor was to deliver an unprecedented experience. Without listened and challenged, and helped us to bring that vision to life. They’re the best in the business.”

Roly Grant, Creative Director, Without: “Helping steer vision and plans into exciting, tangible reality is what we’re here for. Club Condor’s vision was of a community united in obsession, so the Club Condor brand needed to be as much about hospitality as sport: timeless, precise, refined.”

Source: Without

  Brand Identity, Branding, Club Condor, Launch, Without