Laurel Canyon Tennis ClubBrand Guidelines1. Brand Essence
Brand Positioning
Laurel Canyon Tennis Club is a premium lifestyle and sportswear brand rooted in classic tennis culture and infused with modern California ease. The brand blends sport, 1960s and 1970s style, and a relaxed sophistication inspired by the creative history and musical spirit of Laurel Canyon.
Brand Promise
Effortless, elevated tennis style that feels anti-establishment vintage-inspired, and authentic—on court and off.
Core Values
Quality: Premium materials and thoughtful construction.
Creativity: Subtle nods to art, music, and California culture.
2. Target Audience
Style-conscious consumers who appreciate tennis culture, and california style, and vintage aesthetics. They value design, fabric, fit, and storytelling over loud branding or overt logos.
3. Brand Personality & Tone
Personality
Refined
Relaxed
Cultured
Confident
Unpretentious
Tone of Voice
Calm, assured, and editorial
Warm but not overly casual
Minimal, intentional, and descriptive
Do
Use clean, thoughtful language
Emphasize craftsmanship, inspiration, and lifestyle
Keep copy concise and elegant
Don’t
Use hype language or aggressive calls-to-action
Overuse slang or emojis
Sound technical, clinical, or performance-obsessed
4. Visual Identity
Photography Style
Overall Feel
Natural light preferred
Soft contrast, warm or neutral tones
Film-inspired or editorial sensibility
Subjects
Real people, not overly posed
Movement that feels natural and unforced
Tennis as lifestyle, not competition
Locations
Tennis courts (public or private, understated)
California exteriors
Mid-century or lived-in architectural settings
Avoid
Heavy filters or oversaturated colors
Studio-only product shots without context
Aggressive sports or action imagery
AI
5. Logo Usage
The Laurel Canyon Tennis Club logo should always appear clean and unobstructed.
Maintain clear space around the logo equal to the height of the logo’s primary letterform.
Use the logo in approved brand colors only.
Do Not:
Stretch, skew, or distort the logo
Apply drop shadows, outlines, or effects
Place the logo over visually busy backgrounds
6. Color Palette
Primary Palette
Cream / Off-white
Warm neutral tones
Secondary Accents
Muted greens
Sun-washed earth tones
Colors should feel sun-faded, classic, and natural—never neon or overly bright.
7. Typography
Primary Typeface
Clean, modern serif or refined sans-serif (brand-approved only)
Recoleta
Usage
Headlines: Minimal, editorial, spacious
Body copy: Clear, readable, and elegant
Avoid
Decorative or novelty fonts
Overuse of bold or all-caps
8. Social Media Guidelines
Content Pillars
Product storytelling
Tennis lifestyle moments
Behind-the-scenes / design process
California-inspired imagery
Voice
Editorial captions over promotional copy
Thoughtful, calm, and visually led
Avoid
Flash sales language
Overuse of hashtags
9. Affiliate, Influencer & Partner Usage
All partners must:
Represent the brand accurately and respectfully
Use approved imagery and messaging
Avoid misleading discounts or language
The brand should always feel elevated, timeless, and intentional.
10. Brand Integrity
Laurel Canyon Tennis Club reserves the right to request edits or removal of any content that does not align with these guidelines. Consistency across all touchpoints is essential to maintaining brand equity.
For questions or approvals, partners should contact the Laurel Canyon Tennis Club team directly before publishing branded content.
