Project overview
The Royal Mid-Surrey Golf Club (RMSGC) is a prestigious private members’ club based in Richmond, Surrey. Established in 1892, the Club offers 36 championship holes across two exceptional courses and is widely recognised for its heritage, exclusivity and outstanding golfing experience.
XIST2 was commissioned to guide RMSGC through a brand evolution, with the aim of contemporising the Club’s identity while respecting its rich history. This involved defining the Club’s core values and visual direction, and producing a robust brand manual to ensure consistency across all touchpoints both now and in the future.
Brand refresh
For the Club logo, it was important to retain the baseline and primary identity of RMSGC. So, we made subtle improvements to the background illustration to simplify it, give more clarity and we also opted for a ‘flat’ gold colour instead of a gradient, to give it a more contemporary style.
It was equally important to make the logo as a vector file – so it could be changed in size, complexity, and colour scheme to adapt to wherever it was placed. This meant that RMSGC could keep a clean and consistent brand on all collaterals.
We used a combination of fonts to create a richer, more finished look. From modern, clean and readable fonts for the body content, to a traditional serif font for upmarket touches throughout the website. We also adapted the colour palate to be more refined and contrasted, by including some extra neutral tones and brought in touches of member colours for member specific calls to action.
Web Design + development
When it came to the website, we knew that we would need an eye-catching homepage to showcase the beauty of the golf courses. As these incredible courses are the biggest selling point for RMSGC, we wanted to include lots of imagery, in a way that felt elegant and refined, without being overbearing.
As with any website, the devil is in the detail, and it is the small touches that matter. We used subtle animations for buttons, elegant hover states and classic styling using the marque logo to give the site a real premium feel.
To really focus in on the 2 stunning 18 hole courses, we created an interactive hole by hole guide for both the J H Taylor and Pam Barton courses, where you can click into each hole and watch a flyover video.
End result
The refreshed brand retains the heritage of RMSGC while introducing a cleaner, more contemporary visual identity. Subtle refinements to the logo, typography and colour palette deliver a refined, premium look that works consistently across all platforms.
The new website showcases the beauty of the Club’s two championship courses through elegant design, immersive imagery and interactive hole-by-hole guides with flyover videos. Carefully considered animations and styling details enhance the overall experience without distracting from the content.
The result is a modern, easy-to-manage website and brand identity that truly reflects the standing of The Royal Mid-Surrey Golf Club, positioning it confidently as one of the UK’s most prestigious golf clubs and supporting its ongoing growth and member engagement.
