In line with its commitment to reflecting the dynamic essence of golf as an increasingly inclusive sport that embraces a variety of play formats, Golf Australia has revealed a brand refresh, hoping to inspire more Australians to engage in the game.
The updated Golf Australia logo embodies both the historical and modern facets of the sport, communicated through an abstract modern monogram that symbolizes its fundamental components. Australian design agency SE Creative was entrusted with the logo’s design strategy and execution, while FutureBrand continued its role as an advisor.
James Sutherland, CEO at Golf Australia, voiced his enthusiasm about the new logo. He said, “We’re incredibly excited about launching the new look for Golf Australia. It mirrors a modern image that aligns with the rapidly evolving perceptions about it as a sport for everyone.”
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He further emphasized that the sport is growing bigger and attracting a diverse and younger participant base. People of varied backgrounds and ages are being drawn to the game, not only in traditional forms but also through alternative formats like simulator golf, driving ranges, and mini-golf.
Sutherland acknowledged this shift in behavior as the reason behind the Australian Golf Strategy’s notion that ‘all golf is golf’. He stated, “Anyone can be a golfer, and we believe that these recent brand changes will augment and positively mirror the direction and broader aspirations for our sport.”
SE Creative’s Design Director, Ben Maguinness, described it as a straightforward sport, ‘a sport for life and fun for all’. Accordingly, they crafted a logo aligning with the Australian Golf Strategy, representing it in all its forms and connecting the old guard with the fresh faces of the game.
Rich Curtis, CEO of FutureBrand Australia, commented on golf’s transformation as it broadens its appeal across all playing formats and skill levels. He shared that this inclusive outlook offered both insight and inspiration to define the brand strategy for Australian Golf. By centering playfulness at the heart of the game, he said, the brand strategy and architecture set the platform for them and the PGA of Australia to guide a connected experience promoting golf’s growth.
This news is based on Marketech APAC.
