Brand Identity

Tee24 Brand Guidelines

Everything you need to represent Tee24 consistently — from logo usage and colors to voice, tone, and visual standards.

01 — Logo

Logo Usage

The Tee24 logo is the primary visual identifier for the brand. It should always be displayed clearly with adequate spacing and never be distorted, recolored, or modified.

Primary — Green on White

Use on white or light backgrounds. This is the default logo treatment for most applications.

On Dark Backgrounds

The green logo works on dark backgrounds. Ensure sufficient contrast — use dark-900 or darker.

Clear Space

Maintain a clear space around the logo equal to the height of the "T" in "Tee24." No other elements — text, graphics, or borders — should enter this zone.

Minimum Size

The logo should never be reproduced smaller than 80px wide on digital or 1 inch wide in print to maintain legibility.

02 — Colors

Color Palette

Tee24's colors draw from the golf course — greens and deep neutrals that feel premium yet approachable. The brand green is the primary accent. Dark neutrals provide depth and sophistication.

Brand Green — Primary

50 #f0fdf4

100 #dcfce7

200 #bbf7d0

300 #86efac

400 #4ade80

500 #22c55e

600 ★ #16a34a

700 #15803d

800 #166534

900 #14532d

Brand-600 (#16a34a) is the primary action color used for buttons, links, accents, and the logo. Brand-400 is used for accent text on dark backgrounds.

Dark Neutrals — Secondary

50 #f8fafc

100 #f1f5f9

200 #e2e8f0

300 #cbd5e1

400 #94a3b8

500 #64748b

600 #475569

700 #334155

800 #1e293b

900 #0f172a

950 #020617

Dark-900 (#0f172a) is the primary dark background. Dark-800 is used for body text. Dark-50 through dark-200 serve as light section backgrounds and borders.

03 — Typography

Typography

Two typefaces create a clear hierarchy: a traditional serif for headings that evokes the classic feel of golf, paired with a clean sans-serif for body text that ensures readability.

Display / Headings

DM Serif Display

font-family: 'DM Serif Display', Georgia, serif

Heading 1 — 48px

Heading 2 — 36px

Heading 3 — 24px

Heading 4 — 20px

Body / UI

Inter

font-family: 'Inter', system-ui, sans-serif

Light (300) — Used for large subtitle text

Regular (400) — Body copy and paragraphs

Medium (500) — Navigation and labels

Semi-Bold (600) — Buttons, emphasis

Bold (700) — Strong emphasis, stats

Usage Rules

One H1 per page. Always use DM Serif Display. Should include primary keywords for SEO.
Section labels (e.g., "01 — Logo") use Inter at 0.875rem, semibold, uppercase tracking-widest in brand-600.
Body text is Inter 400 at 1rem (16px) in dark-600 or dark-800. Line height 1.6–1.75.
Never use all-caps for headings. Reserve uppercase for labels and CTAs only.

04 — Voice & Tone

Voice & Tone

Tee24's voice is confident and approachable — never stuffy, never gimmicky. We talk like a friend who happens to know a lot about golf. We make indoor golf feel accessible to everyone, not exclusive.

Confident

We know we offer the best value in Kentuckiana. We state facts, not hype. Data and real comparisons back every claim.

Approachable

Golf for everyone — beginners to scratch golfers. No jargon walls. Second person ("you") over passive voice. Short sentences win.

Trustworthy

No hidden fees. No contract. Cancel anytime. We lead with transparency because our product speaks for itself.

Energizing

We make practice exciting. "Your game doesn't have a curfew" energy — golf whenever the mood strikes, day or night.

We Say

"Play anytime — doors open 24/7."
"Memberships from $60/month — no contract, cancel anytime."
"Get data on every swing with our launch monitors."
"Tee24 is Kentuckiana's most affordable 24/7 indoor golf."
"Not ready for a membership? Grab a $50 day pass."
"Your game. Your schedule. No hourly fees."

We Don't Say

"The ONLY 24/7 golf facility" — competitors exist now.
"State-of-the-art" / "world-class" — generic, empty superlatives.
"Sign up NOW before it's too late!!!" — desperation marketing.
"For serious golfers only" — we're for everyone.
"We provide balls" — we don't; customers bring their own.
"Just walk in, no reservation needed" — we recommend booking.

05 — Key Messaging

Key Messages & Proof Points

These are the core messages that should appear consistently across all marketing materials, advertising, and communications.

24/7 Access — Your Schedule, Not Ours

Tee24 is open around the clock, 365 days a year. Members access the facility using the Kisi app on their phone — no staff needed, no limited hours.

Differentiator Most competitors close by 10pm

No Hourly Fees — Unlimited Time Per Visit

Other indoor simulator facilities charge $40–60/hour or cap monthly time. Tee24 members pay a flat monthly fee and play as long as they want each visit.

Value Proposition Strongest competitive advantage

No Contract, No Commitment — Cancel Anytime

Every membership is month-to-month. No annual contracts, no cancellation fees, no commitment beyond the current month. This is the #1 question prospects ask.

Trust Signal Must appear on every pricing section

$50 Day Passes — Credit Toward Membership

Not ready to commit? A $50 day pass gives full access for the day. If you join as a member after, the $50 is credited toward your membership.

Conversion Path Removes risk of trying

1,500+ Courses on GSPro — Tour-Level Technology

Play Pebble Beach, St Andrews, Augusta, and 1,500+ more courses on photorealistic simulators. Advanced launch monitors track every metric — club speed, spin, launch angle, carry distance.

Technology Experiential selling point

06 — Photography

Photography Guidelines

Authentic facility photography is strongly preferred over stock imagery. Photos should show the real Tee24 experience — the bays, the technology, people playing.

Preferred Imagery

Well-lit interior shots showing the bays and simulators
Louisville facility photos (larger, newer facility) for site-wide use
Clarksville-specific photos on Clarksville pages only
People actively playing or practicing (action shots)
Group events and social scenes

Avoid

Images showing nets (the nets have been removed in newer setups)
Generic stock golf imagery (country clubs, pristine courses)
Clarksville images used on Louisville pages (or vice versa)
Overly dark or low-quality photos
Images of ball buckets or vending machines (no longer applicable)

Photo Library

07 — UI Components

Button & Component Styles

Consistent interactive elements reinforce trust and drive conversions. These are the standard button styles and card patterns used across the Tee24 site.

Buttons

Primary Button Secondary Button Dark Button

Primary on Dark Outline Light Outline Dark

Button Rules

Primary (green): Use for the single most important action on the page — "Join Now," "Get Started," "Reserve a Bay."
Secondary (white/green border): Use for secondary actions — "Learn More," alternative location CTAs, or paired with primary.
Dark: Use for supplementary actions on light backgrounds.
Outline Light: Use for actions on dark backgrounds where primary green would be too heavy.
Outline Dark: Use for subtle actions on dark backgrounds.
Size: All buttons use px-8 py-4 padding. Font is 16px semi-bold.
Corners: rounded-lg (8px border radius).
Hover effect: All buttons lift -translate-y-0.5 on hover for a subtle lift.

Cards

Standard Card

.card — White background, subtle border, hover shadow. Use for feature callouts and content cards.

Dark Card

.card-dark — Dark-900 background, dark border. Use for cards on light backgrounds needing contrast.

Featured Pricing

.pricing-card-featured — Highlighted plan with brand border, scale, and shadow.

Section Patterns

Alternating backgrounds: White → dark-50 → white → dark-950 creates visual rhythm.
Section padding: py-20 sm:py-24 standard vertical padding.
Content width: max-w-7xl mx-auto px-4 sm:px-6 lg:px-8 container.
Section labels: Always placed above H2, using .section-label class.
Hero overlays: .hero-overlay gradient from dark-950/90 to dark-950/40, left to right.

08 — Things to Avoid

Brand Don'ts

Consistency builds trust. These are hard rules that protect the Tee24 brand across all touchpoints.

Don't Stretch the Logo

Never distort, rotate, or disproportionately scale the logo. Always maintain original aspect ratio.

Don't Recolor the Logo

The logo uses brand green. Never apply other colors, gradients, or effects to the logo mark.

Don't Claim "Only 24/7"

Competitors have opened. Use "most affordable 24/7" or "premier 24/7" — never "only." Factual claims only.

Don't Reference Balls Provided

Tee24 no longer provides golf balls. Always state that customers bring their own. No bucket references.

Don't Say "No Reservation Needed"

Walk-ins are welcome, but we recommend reservations. Never imply bays are guaranteed without booking.

Don't Use Generic Superlatives

"World-class," "state-of-the-art," "best-in-class" are banned. Be specific: "1,500+ courses," "$60/month," "24/7 access."

Don't Use Access Codes / Keypad

Door access is through the Kisi app. Never reference keypads, access codes, codes via email, or keyless entry codes.

Don't Reference Lesson Discounts

Tee24 no longer offers "25% off lessons for members." Lessons are handled independently by Matt Snyder / Snyder Golf Performance.

Don't Mix Location Photos

Clarksville pages use only Clarksville photos. Louisville photos are used site-wide and on Louisville pages. Never cross-pollinate.

Quick Reference

At a Glance

Brand Name

Tee24 Indoor Golf

Always "Tee24" — not "Tee 24" or "TEE24"

Primary Color

#16a34a

Brand Green 600

Phone

(502) 410-2382

Call & text — both locations

Display Font