Presidio Golf Course (PGC) is one of our nation’s most iconic public courses, uniquely situated in the heart of San Francisco’s Presidio — a former military post turned national park site and historic landmark. Established in 1895, it is one of the oldest courses west of the Mississippi, with a history deeply intertwined with American golf lore. Today, the course is renowned not only for challenging play and well-maintained fairways but also for its commitment to sustainable groundskeeping practices and deep-rooted connection to the local community.
We had the pleasure of partnering with the Presidio Trust and Touchstone Golf to refresh the PGC brand – articulating its storied past and unique appeal, while positioning the course as a “must-play” for generations to come.
Our work included strategy, messaging and visual identity development. Central to our efforts was solidifying PGC’s brand position and value by framing it as An American Classic Golf Course in a National Park Setting.
The brand’s refreshed visual identity includes new logos, icons, color palettes, typography and graphic elements. The new “look” was designed to enhance every aspect of the course, from merchandise and signage to advertising and digital communications, resulting in a cohesive and contemporary style that reinforces PGC's legacy and reputation, while also aligning with the national park site’s brand.
We’re proud to have played a role in reintroducing this one-of-a-kind course and ensuring it continues as a beloved destination for golfers from near and far.
Photo credit: Delaney Swanson and Mark Lim
