The Open golfer teeing off The Open golfer teeing off

A new strategy for golf’s oldest major

A carefully conceived rebrand, crafted to deliver significantly more value to a storied championship.

The Open rebrand reinstated the events status, reclaimed the championships heritage, and pulled off a radical transformation within the hearts and minds of fans and the R&A alike. By injecting personality via a series of highly effective assets, the new strategy convincingly evoked one central theme: Openness + Britishness.

The Open logo before and after
The Open Golf ball 148th royal portrush
The Open Logo branding system
The Open gradient graphic

The new branding celebrates 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.

Peter Dawson

Chief Executive of The R&A

The Open golfer chips a ball
The Open digital devices website
The Open golfer in front of a large crowd

Building brand champions

Changing the brand is easy compared to changing the mindsets of those who love it.

We began the transformative process with interviews and workshops to motivate fans, decision makers and committee members. Designwerk worked closely with the R&A to activate the brand, developing an app for internal education as well as comprehensive usage guides for event, web, merchandise, way finding and broadcast to ensure complete saturation of the rebrand for global audiences.

The Open golfer tees off at hole 18
TheOpen Chinese and Arabic Logos
The Open interview backdrop for television
The Open scoreboard behind clock tower
The Open fans taking a selfie
The Open golfer doing a bunker shot
The Open television leaderboard graphic
The Open on TV
The Open ipad app
The Open wayfinding signage renders

A bespoke typeface: The Open 1860

Creating an exclusive, authentic and consistent tone of voice.

The Open 1860 is a type family that expresses The Open’s core foundations and direction while modernising its heritage and history. With multiple weights it offers a range of expression through type – from tickets, to signage, to pin flags.

The Open wayfinding outdoor signage photography
TheOpen Typography


of UK fans surveyed 'strongly liked' the new logo.

2,700 hours

of launch video watched online across Facebook and Youtube.

4 million

impressions on posts, tweets and uploads.

History re-made

Putting the Claret Jug back on the world stage.

Forging a new trophy that embodies such sense of history and legacy is no easy task.

The Open player with the Claret Jug trophy
The Open trophy 3d renders wireframes
The Open trophy details and reflections