A new era of Golf in Australia

Golf Australia revealed its new-look brand today as it continues to play a role in inspiring more Australians to play more golf. 

The new emblem represents the changing face of golf – an increasingly inclusive sport that can be played in many different forms.

Following the launch of the Australian Golf Strategy and increased collaboration between golf’s peak bodies in Golf Australia, the PGA of Australia and the WPGA Tour of Australia, world-leading brand strategy, experience and design agency FutureBrand was tasked with exploring the Australian golf industry’s brand ecosystem in a bid to deliver recommendations that would reinvigorate how golf is perceived in Australia. 

The major FutureBrand recommendation was for the industry to adopt a central platform of ‘Go Play’ which encourages Australians to play and enjoy golf in their own way.  

Golf Australia CEO James Sutherland notes the new-look brand reflects a sport that is on the move and is enjoying unprecedented growth: “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."

The new Golf Australia branding aims to connect the traditional aspects of golf to the more contemporary by use of a modern abstract monogram that has been developed to represent some of the key ingredients that create the game of golf.

FutureBrand Australia CEO Rich Curtis commented: "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."

Leading Australian design agency SE Creative, previously responsible for the PGA of Australia’s recent rebrand, was appointed to lead the design strategy and execution with FutureBrand continuing in an advisory role.