Midwest Padel Club | From Court to Social

Brand Guidelines · Vol. 01

From court to social.

Midwest Padel Club
Bandung, Indonesia

Identity & Visual
Guidelines — 2026

Brand Story

The name & concept

“Midwest” represents more than a location — it symbolizes balance, grounded values, and inclusivity. It evokes the idea of the middle point: a place where people from diverse backgrounds come together through sport, leisure, and social experience.

This aligns with the club's essence — a modern social hub that bridges classic sportsmanship with contemporary lifestyle energy. Visually, the identity is inspired by European sport heritage, particularly the classicism of Wimbledon and the energy of Roland Garros, bridging an old-money aesthetic with the vibrancy of a contemporary community club. Through geometric precision, balanced typography, and refined colour harmony, the logo expresses Midwest's positioning as Bandung's premier sport & social hub — from court to social party.

“Timeless sophistication meets modern social energy.”

— Concept theme

Creative foundation

By reimagining sport culture through a modern lens, Midwest Padel Club immortalises the old-money aesthetic while making it relevant for today's social generation. The direction draws from classic sport tournaments — heritage typography, balanced symmetry, tactile material textures — fused with lifestyle warmth and contemporary energy.

ClassicModernistInclusiveSophisticatedFunctional

Visual style direction

Tone & mood — chic, confident, energetic; the intersection of sport, leisure and lifestyle.

Composition — structured layouts with subtle symmetry, enhanced by movement: motion blur, cropped sport moments, overlapping textures.

Texture — linen, marble, padel turf, clay court and tennis leather, evoking premium sport.

Logo System

A crest built on balance

The mark reimagines the initials “M” and “W” as one continuous monogram, split by a court sideline — sport and social, held in a single form. It is deployed as a full crest, a horizontal lockup, or the monogram alone.

On off-white

Primary mark — crest

Badges, merchandise, court signage, embroidery, social avatars.

On off-white

Monogram — MW

App icons, favicons, engraving, small-format applications.

On navy

Monogram — reversed

For dark or photographic backgrounds.

On off-white

Wordmark — horizontal lockup

Navy on light backgrounds — headers, print, signage.

On navy

Wordmark — reversed

White on navy or forest green — dark UI, apparel, court nets.

Clear space & minimum size

Keep clear space equal to the cap-height of the monogram (X) on every side of the mark. No type, imagery or graphic element should intrude this zone.

Minimum size — digital: 32px icon height, 120px wordmark width. Print: 10mm icon height, 30mm wordmark width.

Misuse

Don't stretch or distort the proportions

Don't recolour outside the brand palette

Don't rotate or tilt the mark

Don't place on clashing or busy backgrounds

Colour Palette

Court, canopy & clubhouse

Each colour has a defined role. Navy carries exclusivity and confidence; forest green ties the identity to the court; off-white gives the system room to breathe.

Navy

HEX 0B1135 · RGB 11 17 53

The foundation colour — backgrounds, typography, logo lockups. Conveys exclusivity, stability and confidence.

Forest Green

HEX 1F513A · RGB 31 81 58

The spirit of sport and nature — connects visually to the padel and tennis environment.

Off-White

HEX F4F6F0 · RGB 244 246 240

Balance and breathing space — backgrounds, editorial space, print elements.

Supporting palette — used sparingly, never in the primary logo

Muted Plum

HEX 463A5E · RGB 70 58 94

Gradient accent for the “sport to social” transition — green fading into muted purple.

Clay Terracotta

HEX B5714E · RGB 181 113 78

Warmth for photography grading and clay-court texture references.

Court Grey

HEX D6D8D2 · RGB 214 216 210

Neutral for dividers, tennis-ball accents and quiet backgrounds.

Gradient transitions — sport to social

Typography

Strength, set with restraint

Archivo — Grotesk Sans

Primary typeface · direction: Neue Haas Grotesk / Monument Grotesk

Match Day

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

Fraunces — Editorial Serif

Secondary typeface · refined, cultured, for editorial use

From court to social.

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

H1 / Display

Midwest Padel Club

H2 / Section

Court, canopy & clubhouse

H3 / Editorial

Timeless sophistication.

Body

Structured layouts with subtle symmetry, enhanced by movement — the essence of a modern sport society.

Caption / Label

Bandung · Sport & Social Hub

Pairing in practice

Saturday Social

Court reservations open at seven — drinks after, always.

Hierarchy: bold, uppercase Archivo for strong statements and wayfinding; regular or light weights for social and lifestyle messaging; Fraunces italic reserved for quotes, taglines and editorial moments.

Graphic Elements

A visual language beyond the mark

Four recurring devices extend the identity into patterns, dividers and motion graphics.

Court stripes

Inspired by tennis and padel court markings — used as dividers or background patterns.

Circular motif

Derived from the ball and crest shape — suitable for frames and motion graphics.

Monogram pattern

The “MW” repeated as a subtle tone-on-tone texture for backgrounds and packaging.

Gradient transition

Navy to forest green to muted plum — visualising the shift “from sport to social.”

Photography Direction

Warm, premium, in motion

Lifestyle focus

Moments of connection — post-game drinks, casual laughter, stylish evenings.

Sport in motion

Detail shots of rackets, hands, fast-paced play — elegant and dynamic.

Lighting

Natural daylight or golden hour — warm, inclusive, premium.

Colour grading

Muted, cinematic grading — navy and green as the base, warm accents for skin and light.

Colour & mood reference

Navy — shadowForest — mid-toneClay — skin & warmthPlum — accent light

From court
to social.

Bandung's premier sport & social hub.

Midwest Padel Club — Brand Guidelines Vol. 01Prepared 2026