English Golf Courses

Major facelift for The Open

New ‘brand identity’ for golf’s most prestigious event

THE R&A has unveiled a new brand identity for the Open Championship, which has been introduced in time for the world’s oldest professional golf tournament’s return to St Andrews next year.

Designed to capture all the defining attributes of the Open, and to communicate the championship’s unique heritage to golf fans the world over, the new brand identity was delivered by two London agencies, teamup and Designwerk, who have created brand identities for some of the world’s leading sporting properties.

Additionally, ‘several thousand’ golf fans  and sports industry experts were consulted as part of the process.


The enduring symbol of the Open, the Claret  Jug, forms the centrepiece of the new logo, locked within the ‘O’ of ‘Open’. The logo is the foundation of the new branding and will be presented alongside distinctive graphic elements, reflecting the unique landscape of links golf, and evocative photography.

Peter Dawson, the 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 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.”

Fred Popp, chief executive of teamup, added: “The Open has tremendous brand equity and is one of the world’s most cherished sporting events. Through its steadfast commitment to identifying the ‘Champion Golfer of the Year’, the Open is a celebration of golf in its purest form.

“As the Open’s lead brand agency, our work included the development of the brand story, definition of the brand expression and the resulting logo that delivers on the championship’s rich history and heritage, fit for audiences in the digital age. teamup is thrilled to have played a part in helping the Open further strengthen its ambition and unshakable commitment to the sport and fans of golf everywhere.”

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