• Transform magazine
  • August 18, 2022


Historic golf brand employs modern technology

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Rebranding an institution as iconic, and steeped in history, as The Open golf championship brings a great deal of responsibility.

With this type of rebrand it can be difficult to achieve modernisation without upsetting the loyal fans that are integral to many sporting organisations and events.

London agencies, teamup and Designwerk, collaborated on the rebrand project with teamup providing strategy and Designwerk delivering the creative.

The rebranding process began with the consultation of several thousand golf fans and industry experts. The Open had to retain its appeal to the international golfing community and its devoted fans.

Peter Dawson, chief executive of The R&A, said, “We know that fans of The Open share a tremendously strong connection with the championship.  The new branding celebrates the values long associated with The Open, the inspiration provided by great champions, the authentic and unrelenting challenge of links golf and the openness of our unique championship.

The Open is golf’s oldest major tournament and its new brand harks back to this heritage while encompassing new digital technology.

“The Open has enjoyed great success for more than 150 years and strengthening its brand will help to ensure its appeal continues to grow over the decades ahead.  We believe the new branding will reflect an enhanced experience for the millions of golf fans who support The Open.” Continues Dawson.

The new ‘O’ and Claret Jug logo is designed to be effective across digital media, as well as on traditional touch points such as signposting in stadiums. The launch of the new brand coincides with the release of a short film entitled, The One, The Open. The video will be promoted across all of The Open’s social media platforms, its website and on YouTube.

The next tournament will take place in July at St Andrews in Scotland, and will mark The Open’s 144th year.