4 Seasons: GOLF HALE

BRAND IDENTITY / LOGO / NAMING / COLLATERAL DESIGN : FOUR SEASONS RESORT AND SPA AT HUALALAI

Four Seasons Resort and Spa at Hualalai’s golf program offerers high-level training programs from world-class experts, as well as more relaxed entertainment offerings for more casual players.

THE PROBLEM
Create a name and visual identity that compliments the established identity of Four Seasons Resort & Spa, pays tribute to the heritage and history of the location, represents world-class training, all while remaining approachable enough for the more casual players.

THE RESULT
MUCHMORE worked with Four Seasons to identify over 60 potential name candidates, and over 30 potential logo candidates. The final logos selected were inspired by ancient Hawaiian Petroglyphs while the final name selected "‘Hale” represents home, process, comfort. A Hawaiian term coined for the original Hawaiian structures. It pays tribute to past Hawaiian achievements. Like golf, to build a proper Hale requires patience, tradition, repetition, and respect for the process. At the same time a name that represents “home” is equally welcoming to casual guests.