Atlanta Athletic Club’s monogram is timeless, but this project set out to create something more personal. A mark that lives within the membership. Something you recognize, not something you explain. We began with a simple question: what would a members only symbol look like if it carried the full weight of AAC’s legacy? From there, we explored over 100 directions over the course of one year, from playful club folklore to heritage driven marks, pressure tested through member focus groups and board feedback. What emerged was the AAC Pennant, a symbol rooted in meaning and rich with subtle detail. Every element tells a story. The pennant itself nods to the club’s history of amateur athletic excellence. The vintage club silhouette draws from Bobby Jones’ Calamity Jane. The rope speaks to stewardship and unity among members. Four notches in the grip quietly reference his Grand Slam. And tucked into the corners, a subtle ‘F’ and ‘I’—a quiet reminder that a life rich in friendship is full indeed. The result is a mark that feels earned. Understood by those within, and admired by those who recognize its depth.