Australia – Golf Australia has unveiled its new brand revamp, symbolising the evolving essence of golf as an increasingly inclusive sport that embraces various forms of play, aiming to inspire a greater number of Australians to participate in the game.
The new Golf Australia logo unites the game’s historic and modern facets through an abstract modern monogram that symbolises its essential components. The design strategy and execution were delegated to Australian design agency SE Creative, while FutureBrand continued to serve as an advisor.
Speaking about the new logo, James Sutherland, CEO at Golf Australia, expressed, “We’re incredibly excited about launching the new look for Golf Australia. It reflects a contemporary image that is consistent with the rapidly changing perceptions about golf as sport for all.”
He added, “Golf is big, and it’s getting bigger. Our participation base is not only growing but becoming younger and more diverse. People of all backgrounds and ages are flocking to the game – some in traditional forms as members and on course, but also significantly in alternative formats such as simulator golf, driving ranges and mini-golf.”
“That shift in behaviour is why the Australian Golf Strategy outlines the notion of ‘’all golf is golf’. Anyone can be a golfer, and we believe that these recent brand changes will complement and positively reflect on the direction and bigger picture aspirations for our sport,” Sutherland said.
Meanwhile, Ben Maguinness, design director at SE Creative, said, “In its most simplistic form, Golf is not a complicated game. It is ‘a sport for life and fun for all.”
He explained, “As a result, we have created a logo that is aligned to the Australian Golf Strategy, one focused on growing its core, that represents golf in all its forms and connects the old guard with the fresh faces of the game.”
Rich Curtis, CEO of FutureBrand Australia, commented, “Golf is changing as it broadens its appeal across all playing formats and skill levels: because all golf is golf. This all-inclusive outlook has provided both the insight and the inspiration to define the brand strategy for Australian Golf.
He added, “By centring playfulness at the heart of the game and connecting all the different ways in which golf can be played – both for the challenge and the joy – the brand strategy and brand architecture together set the platform for Golf Australia and the PGA of Australia to guide a connected experience that will continue to help golf grow.”
