Le Honnête is a premium country club developed by Namhae Construction in Gokseong, Jeollanam-do. It offers world-class courses and exceptional service. The name was inspired by the company’s core values of “honesty” and “trust,” and the brand identity was designed to reflect this philosophy in a clear and consistent way. We also created a comprehensive set of brand assets and communication guidelines to be applied across all aspects of the country club’s operations.
About B
The B-cut for Le Honnête presents a premium experience set in the pristine hillside nature, where the land meets the clouds. Proposed under the brand name Roche Hill, the logotype design draws inspiration from the natural wonders of wind, water, and light shaping rocks and cliffs. The letter O incorporates a fluid, rock-like form as a metaphor for this landscape. It becomes a symbolic mark that intuitively conveys Le Honnête’s unique terrain and philosophy, with the naming and design working seamlessly together.
About A
The logotype, combining italic and sans-serif typefaces, expresses both Le Honnête’s premium character and the long-standing trust upheld by Namhae Construction. A type system was developed using the contrast between these two styles, ensuring a consistent brand identity across all communication touchpoints. The emblem, highlighted by dynamic curves, captures the energy and rhythm of a golf swing, and was designed to adapt flexibly across various applications.
First, the name. Then, the form.
Le Honnête was chosen as the final name for its strong continuity with Namhae Construction’s existing residential brand, making it the most convincing choice to carry forward the brand’s legacy. Based on this, the A-cut design translated the trust and dignity embodied in the name into a refined structural form, giving the brand identity a sense of stability and completeness.
