Golf course St Andrews Links in Scotland has unveiled a new brand platform inviting golfers to be a part of its story.
The campaign was devised by creative agency Dark Horses.
James Ralley, commercial director at St Andrews Links said: “We have created a new identity that is a tribute to this remarkable place. Every detail is rooted in the heritage and physical landscape of St Andrews, which makes it one of the most iconic venues in world sport.
“This isn’t just a new look. It’s a way to connect golfers everywhere, using recognisable icons inspired by the spirit of the Home of Golf.”
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One of the oldest courses in the world, St Andrew’s Links’ marketing drive is centered on the Swilcan Burn river that runs through the old course.
The new brand platform features a new typeface, which is inspired by the Martyr’s Monument and The Old Course March Stones. Each course has its own icon inspired by the landscape and heritage of St Andrew’s Link.
Melissa Robertson, CEO, at Dark Horses, said: “Our challenge was to capture what makes St Andrews Links more than a historic course – it’s an evolving embodiment of golf’s past, present, and future.”
“Every design choice, from the fluidity of the new icons to the crafted typography, was made to reflect how this place is both rooted in tradition and always moving forward. This is not just about aesthetics it’s about creating a brand that feels as alive as the sport itself,” she added.
