Aspects of the invention are directed to golf club having a crown, a sole, a face, and a primary alignment feature hard tooled into the golf club head. In some embodiments the golf club has a primary alignment feature comprising a line delineating a transition between at least a portion of the crown having an area of contrasting shade or color with a shade or color of the face. The primary alignment feature is hard tooled into the golf club head with the face of the golf club body.