Windsong Farm Golf Club

Making the logo as special as the place

Set on a spectacular piece of rolling Minnesota prairie, Windsong Farm is unique among private golf clubs. While the atmosphere is friendly, informal, and relaxing, the golf is a world-class challenge. Players contend with a layout as demanding as it is beautiful, and often exposure to the club’s namesake western breezes.

In 2024, the club embarked on an ambitious expansion, adding a second 18-hole course and an extensive remodel of its clubhouse facilities. Thinking about how to present the club on the national golf scene and to future generations of members, Windsong Farm’s owner, David Meyer, engaged Sheepdog to assess the brand identity and how it should evolve as well.

Although many club staff and members were content with the original identity, Sheepdog’s research showed that its prairie grass design was reminiscent of many other golf course logos, including three others in the same metro area as Windsong Farm. The logo may not have been broken, but there was an opportunity for another icon to be more proprietary, exciting and help propel the expanding club to another level.

Sheepdog knew just the creative partner to help rearchitect the Windsong Farm brand: Ground Under Repair, a design collective run by Minnesota-native Kate Smith-Stroh. Kate has a unique perspective. She is an LPGA professional golfer by day and accomplished graphic designer by night. Kate knew Windsong’s reputation and regarded the re-branding her “dream project.”

Working from Sheepdog’s brief highlighting the property’s history as a breeding ground for championship show horses, the team reviewed 14 original design concepts, quickly agreeing on a direction featuring a weathervane adorned with a Paso Fino horse and a subtle ‘W’ embedded in the stem. The design was refined over 42 variations and tested on merchandise applications. One of the other considered designs was chosen as a secondary, “members” logo.

Sheepdog guided the implementation of the new identity, developing full brand standards, designing high profile applications, and architecting the rollout within the club and golf community. Every touchpoint was re-developed, from course fixtures like pin flags, caddie bibs and tee markers, to “back of house” elements such as entry rugs, staff nametags, the club website and much more.

The new Windsong logo has been celebrated like a hole in one. The clubhouse was redecorated to highlight Windsong Farm’s equine history. Club members and guests eagerly snapped up more branded merchandise than ever, driving a 38% YOY increase in pro shop sales. Even the initial skeptics have been converted, and now proudly carry the Windsong mark on their golf bags.