R&A Rebrand
Changing perceptions
Context
The R&A, golf’s leading body, was founded at The
Royal and Ancient Golf Club in St Andrews. The two
were often mistaken as the same organisation with
a perception of being traditional and pretentious.
Challenge
To create clear distinction for the R&A through a new
brand identity that connects to new and existing
audiences alike. The identity must have gravitas fit
for a world leading body and symbolise the forward
thinking ambition of the company.
Concept
The Royal and Ancient identity is a traditional
detailed crest. In contrast, we designed a simple,
modern and symbolic logo inspired by a golf swing.
Coupled with a modern, digital first, colour palette
and geometric typeface, the brand struck the
perfect balance of aspiration and authority.
Our new brand brings together everything we have done over the last 3 years on ways to modernise golf and take the sport forward.
Martin Slumbers
R&A Chief Executive Officer
Graphic language
Two circular icons, representative of a golf ball
and hole, are playfully used across applications
to further differentiate the R&A. Used to anchor
the design layout and photography, the icons can
be scaled and positioned freely so the tone of a
communication can flex from eye-catching and
bold to simple and refined.
Tournament architecture
The family of tournaments run by the R&A needed
a strategic redesign. The subrands had become
disparate without a clear system for any future
tournaments. After exploring different systems a
uniform identity, which used colour to bring a touch
of individuality, created strong attribution and
clarity for the R&A masterbrand.
Tournament architecture
The family of tournaments run by the R&A needed
a strategic redesign. The subrands had become
disparate without a clear system for any future
tournaments. After exploring different systems a
uniform identity, which used colour to bring a touch
of individuality, created strong attribution and
clarity for the R&A masterbrand.
Tournament architecture and identity for the Womens and Seniors Amateur Championship.
Cohesive design language in use for the identity of the Amateur Championship.
Design language applied to the tickets for the Boys Amateur Championship.
Flags show the R&A identity amongst other golf leaders and tournaments.
The Boys Amateur Championship and Girls Home Internationals identities.
Brand guidelines
Central to assuring a successful roll out of the
new brand, concise guidelines were created to
explain each asset and how best to use it.
