Sometimes the most obvious ideas can be the most elusive. When PGA Golf Professional Adam Souter asked me to create an identity for Tour Studio, a virtual golf facility at Burford Golf Club, it took me a while to get to grips with a design that I wanted to share. There was no tight deadline so I left unresolved ideas to ferment, while I worked on other projects. When I returned to look at my original ideas, all the elements were there but not necessarily in the right combination. I liked the simplicity of a monogram that could be easily reproduced on merchandise, and the use of a golf tee instead of a letter T, combined with an S, merged to create a simple but striking identity..