I'm not sure on the style yet, but am thinking possibly integrating a "fun" character into the logo (the character just can't be a piece of clipart though) .. .it must be unique, illustrated, and convey the image of "golf", "fun", "beach" all in one. (think this way ... the characters name is "Bogey") This character could be used to represent the brand later on if desired. I included a few samples on "characters" in logos for reference. I'm thinking the character needs to not be "human" (meaning it is of "animal" / "non-human" / "item" form or some other "made up being / form that doesn't exist" and is totally unique).
I might (but not preferred) like the idea however of leaving out the character however and incorporating something that relates to "fun" and "golf" and possibly "beach" into the text of the logo itself. You'll see two example of logos that use text (no character) to render a "fun" / "family" type of feeling in the sample sheet attached as well. (The colors of the "Cowabunga Bay" logo are nice together and convey that "beach / fun" type of feeling I'm looking for.)
The logo should be easily readable (no text that is hard to read or make out what it says), the logo should look equally good in both Color, and Black & White (so you can read it and make out what it is regardless of whether it is printed in color or in one color only).
The logo should work well in print / packaging as well as web.
The final design must be delivered complete in raw EPS / AI, ready formats as well as PNG, JPG, and PDF.
If you can also provide the logo in raw fully layered PSD file (not merged layers) that's a plus.
I've indicated a few designs I like in the brief and also listed a few concepts of "character logos" I find fitting in concept for reference. The best ideas are shown in my attached examples.
Ideally, the winner of this logo contest would eventually be the one that also illustrates the character they create in a few other "styles" (doing different things or in different stances etc...) at some point. These would be used outside of the logo in other marketing / branding.