Logo
Our logo serves as the visual embodiment of our identity and values. Our logo is more than just a symbol; it encapsulates our mission, history, and culture, making it a crucial element in defining our organization’s character.
This section of the branding guide will detail how and when to use the Club’s logos as well as other acceptable variations and proper usage. The logo should appear on most of our branded materials to help ensure unification and should only be black, white, navy or gold. Please ensure the logo remains intact, with no rearrangement of its elements.
Main Logos
The Gaslamp logo is the preferred logo used for all internal and electronic communications.
This logo may only be used in black, white, navy or gold.
Merchandise Logo
The lamppost logo is mainly used for merchandise; however, it is also accepted on electronic communications. The merchandise manager has the authority to adjust color, size, etc. Please note that the year (1947) must be included when using this logo and the colors/patterns may vary.
Things to Avoid
Misuse
Please refrain from rotating, tilting, rearranging, employing outdated versions of the logo or giving it multiple colors/patterns. Please note that lowering the logo's transparency for a watermark is acceptable.
Outdated & Incorrect Logos
The following logos are outdated and are not permitted for use on digital or printed marketing materials.
Acceptable Logos
The following departmental logos are permitted for use on digital and printed marketing materials.
Typography
Aa
The fonts below are the approved font options for all internal and external branded materials, other than merchandise.
Heading1
EBGaramondRegular
HEADING4
EBGaramondRegular
Brand Colors
The colors below are the approved colors for branded materials, other than merchandise.
#14497D
Primary
#CCAC6C Accent
#86A4D1
Secondary
#889CB2 Accent
#516D98 Accent
#D8EAFC Accent
Photography
Pictures do an incredible job of conveying the essence of Carmel and encapsulate our values and surroundings. They’re often the first thing people notice, and the right photos can get our members excited about events, elevate marketing materials, and enhance member involvement overall.
Tone and Mood
Balance shots of individuals that include more than one person
Represent racial, gender, and age diversity
Profile photographs of individuals should be friendly and approachable. Carmel headshots should be taken in the Oak Room with the gas lamps on in the back or on a Carmel team picture day using a backdrop. The person should be smiling and, in their uniform, or dressed in business professional attire.
Landmark/Building Pictures
Capturing picturesque moments on the course or of the Clubhouse is invaluable, as evergreen content is extremely beneficial for crafting marketing materials.
Foundations of A Great Photo
- Use the Rule of Thirds
-Shoot Vertically and Horizontally -Create or Find Good Lighting
Good Lighting Bad Lighting Rule of Thirds
This involves placing the subject along the grid lines or intersections of an image divided into nine equal parts for a balanced composition.
By positioning your subjects to face natural light, you'll achieve good lighting that highlights their features clearly.
Food Pictures
If your subjects have the sun behind them, the photo will be backlit, making their faces difficult to see.
Food photos should be shot using a professional camera or an iPhone on portrait mode. If you choose to use your phone, use the slider to increase or decrease the aperture.
Photography Resources
Sharing our photography with the team is essential for collaborative marketing efforts. To ensure everyone has access to the latest visuals, all photos are conveniently stored on SharePoint. Sharepoint is the shared platform that all Carmel team members have access to. Please reach out to the IT Director should you have any issues logging in.
If you are looking for professional images of the building, courses and courts or club events, click on the folder titled “Quality Images of Carmel.”
All photos must be uploaded to Sharepoint in the appropriate folder.
To save photos to Sharepoint
Go to Carmel Sharepoint site
Click on the folder with the corresponding year.
Right click and create a new folder titled “Month.Date.Year. Name of Event”
Ex: 07.04.2024 4th of July
Upload all photos into this new folder.
Whether your position requires sending numerous emails daily or just a few each month, it's essential to follow these best practices to maintain consistency across the departments.
Email Marketing
When sending out emails from Carmel, please use one of the pre-existing templates, as you will only need to target the registrants of your events. Each department has a pre-existing template that will appear when you create a new message. To do this, simply begin by
Clicking ‘Create a New Message’
Select your event from the Event Registrations recipient group type
Choose the HTML Email Type
Include any details you'd like to share with those who have signed up
Once you're ready, you can schedule the email for a time that works best for you!
Outlook Emails
Social media is an extremely effective way to promote upcoming events and activities happening at the Club, as well as share photos of our membership. All Carmel social media accounts are private and only accept members as followers. New accounts are not to be created.
Best Practices
Be Strategic
Be Clear
Add Value
News you can use!
Member Accomplishments
Ex: A hole-in-one, winning a tennis championship, etc. Do not post confidential and proprietary information on Carmel’s social media, or on your own.
Please remember that all team members’ social media is a representation of Carmel and our values, so make sure all content being posted is appropriate.
Members must not be posted on LinkedIn unless given prior permission.
Reel/Video limited to 90 seconds or shorter.
@Carmel Country Club
@Carmel Country Club
Event Advertisements
Event advertisements are an extremely effective way to inform our membership of upcoming social events.
Sample of Club Event Advertisement
If you choose to use the Carmel logo, it is to be placed on the top center, bottom left, or bottom right only.
Add the registration date to the bottom of the flyer.
Standard flyer size is 5x7 for the website/table tents or 8.5x11 for paper.
The event title should appear at the top of the ad as the first thing someone sees.
The day of the week, month and day. Time is listed below this (as 0:00pm) along with the location, price and attire.
1-3 Sentences should be provided to give members an idea of the event and further entice them to attend.
Registration, as well as guest policy must always be located on the ad. (usually at the bottom)
Event Ad Workflow
5x7 Flyers
The first event ad size created is the 5x7 flyer
All 5x7 flyers are pulled from the Carmeline and created by the Communications Team
This folder can be found in Sharepoint - Communications - the current year - the current month marketing folder - 5x7.
If you create a new event after the Carmeline is published, contact the Communications Team and they will create a 5x7 flyer for you.
You will include all event information on this flyer.
Event Name, Date, Time, Location, Price, Event Description, Registration Date, Guest Policy
Please include details relating to activities, food and beverage, music, etc.
Instagram Stories & Bright Author Signs
To create an Instagram Story or Bright Author sign, copy and resize your 5x7 ad and title this “Event Name IG Story.”
The exact measurement is 1080x1920 pixels for an Instagram story.
All event information is included on this flyer as well
Event Name, Date, Time, Location, Price, Event Description, Registration Date, Guest Policy
The description is then shortened due to these being utilized as short form content that is easy to digest content.
Stories are only posted once registration has opened and two or three more times as the event gets closer.
Copy and resize your IG Story and title this “Event Name Weekly 7x5” The exact measurement is 1830x430 pixels. Only include the name of the event on this ad.
One Event, Two Ads
If you are advertising an event for longer than one month, it is acceptable to create two different ads for the same event for versatility purposes. Ensure both ads use similar fonts and colors, but any other creative changes are acceptable.
Glossary & Editorial Prefereces
AÀ la Carte - There must always be an accent over the "A" in À la Carte. When used as a title, the "la" must remain lowercase.
ampersand (&) - Only use ampersands when it is part of a business’ name or in a header or call-out. Do not use ampersands in body text. am, pm - lowercase without periods or spaces. amenities - Not other offerings attire - Referring to what a member should wear to an event
BBoard of Directors - The Club's governing body made up of 13 elected members. It is acceptable refer to the Board of Directors as the Board for short after first reference. brussels sprouts - Commonly misspelled as "brussel sprouts" Bylaws - References the Constitution, Bylaws, Rules & Regulations—the governing rules of the Club.
CCarmel Country Club - Not "The Carmel Country Club" or "Carmel Club".
Carmeline - The official name of the bi-monthly newsletter.
Carmel Daily - The official name of the daily team email. Carmel Weekly - The official name of the weekly Member email. cancellation policy
cancelled - Not "canceled" chit - receipts given to members after transactions children - This term should be used when referencing policies and financials. Please avoid the use of ‘kids’. Club - Only capitalize when referring to Carmel Country Club.
Club Calendar - Where all events are posted Clubhouse - Should be uppercase when used after Clubhouse names. coleslaw - One word complimentary - Not "complementary" or "free" committee names - Committee names must be capitalized. Ex: Finance Committee
cornbread - One word
Country Club Casual - Capitalize each word.
Courses - Capitalize the North and South Courses.
crabmeat - One word
créme brûlée - Commonly misspelled
Ddashes (-) - Use hyphens to separate times and dates. Be sure to put a space before and after the dash when separating times and dates.
dates - Do not use ordinal indicators (st, nd, rd, or th) after dates that follow the month (ex: Monday, September 30). Months should not be abbreviated. Numerical dates should be separated by periods (Ex: 01.01.20).
days of the week - Capitalize and do not abbreviate dietary restrictions – Do not hyphenate when written out (ex: gluten-free, dairy-free, nut-free). When on a menu, use abbreviations, GF, DF, NF.
Holiday Attire - Referring to festive wear during the holiday season
Country Club Casual - Nice slacks, collared shirts, close toed shoes for men, dresses or skirts for women.
Jacket & Tie (required for gentlemen ages 8 & over) or Semi-Formal
Athletic Attire - Attire worn while working out, playing golf, playing tennis.
Tennis Whites/Whites (tennis and pickleball) - Used only for Wimbledon
Driving Range - Practice area
Eem dash (—) - No spaces before or after an em dash. A hyphen is used to connect two words or numbers to one another, such as compound words, prefixes, or ranges, while an em dash is used to set off extra information or parenthetical statements that are not essential to the main sentence, such as interruptions, explanations, or examples.
email - Not e-mail or e-blast.
entrée - Entrée names on menus should be capitalized.
Gmen - Not “guys”
Golf Shop - Located at Cart Staging
Group Exercise Room - Large room in the Fitness Center
guests - Not non-members
guest fees - Often referring to golf, tennis, or event fees
Hharicots verts - Commonly misspelled
Hole-in-One - Hyphenated.
hors d'oeuvres (Hors d'Oeuvres) - Commonly misspelled
Horticulturist - Commonly misspelled
Housemade - One word
Houseman - One word
IInterclub - Referring to tournaments against other clubs
JJunior Golf – Children’s golf programming
Jackets Requested - Suggested that all men wear a jacket or comparable attire
Jackets Required - All men must wear a jacket or sport coat
LLadies - The word “ladies” should not be used to refer to a group. Female groups are women in the same manner that groups of men are not ‘gentlemen’
Long Range Strategic Plan (LRSP)
Mmacaroni & cheese - Not mac n’ cheese
Massage Therapist - Not masseuse
Member Guest Tournament - A golf tournament where members bring a guest
Member Member Tournament - A golf tournament of just members
Resident - A full member
Social - A member with all but golf privelages
Seniors - Members who qualify for the Rule of 100 (their age + their tenure = 100)
months - Should not be abbreviated
Month in a Minute -Monthly video of upcoming events produced by the Communications Team
Nanny - Not babysitter
Non-Wine Society - Member who do not belong to Wine Society
OOxford comma – Always use Oxford commas which is the use of a comma before the conjunction in a list of three or more items (e.g., the comma before “and” in “paints, brushes, and canvas”).
Pperiods (.) - Followed by single space between sentences
Personal Trainer - Not trainers
Phase NeXt - The 2021 Clubhouse renovation
phone numbers - Must be separated by parenthesis for the area code and a hyphen for the rest (Ex: (704) 945-3324)
pickleball - Pickleball is always one word.
Pool Grill - Not Grille
Pool Complex - Not Pool Facilities
position titles - In body text, position titles should proceed the individual’s name. Names should always be listed by position hierarchy first, then tenure. (Ex: Director of Facilities, John Doe)
QQ & A - Question and answer session
quotation marks (“”)- Punctuation should always go inside quotation marks
Rracquets
reservations - Referring to dining or events
RSVP - Registration
SSemi-Formal - Same as Jacket & Tie Server - Not waiter/waitress
TTeam members - Not employees
Tennis Shop - Not Shoppe times - Written out in their entirety without spaces or periods (Ex: 10:00am). Meridian time indicators should be lowercase without spaces or periods (Ex: am, pm).
WWebsites/URLs - Do not use "http://www." in front of a web address.
Women’s Card Room - Not Ladies Women’s 9-Holers - Not Ladies Women’s 18 Hole - Not Ladies
White Paper - An authoritative report or guide that informs members about a complex issue and presents the Club's philosophy on the matter.
Wine Society - A private group that members can join for adjusted pricing, event invitations,
#123
#CarmelCountryClub
#ChooseClubs – CMAA Tag
#teammemberexpereince