The company owns a stylish golf simulator in the loft of a building, hence the name Loft Links Club. I envisioned something really simple and elegant but clever nonetheless with that "wow effect". I've used three horizontally displayed golf clubs correspondent to the 3 words in the company name to form negative space stairs suggesting the idea of going up to the loft. The result is a timeless design perfectly encapsulating the concept behind the company in a clean and minimalist fashion.