New Look for St Andrews Links connects global golfers to the Home of Golf

St Andrews Links has unveiled an updated brand identity for the Home of Golf and its seven courses, to create a look that is more recognisable to golfers across the world and connect them with the hallowed links where the game began.

Like the historic Old Course itself, the updated brand has evolved from the living landscape of the links, taking inspiration from, and being shaped by, its unique surroundings.

The Swilcan Burn, which has flowed through the links for more than six centuries is celebrated in the new St Andrews Links logo by three distinctive cuts in the text to signify the bridges used by golfers to cross every day.

The typeface in the logo itself takes its lead from the carved text in both Martyrs Monument, which sits behind the 18th green of the Old Course, and the unique March stones which have stood across the links for centuries, depicting the historic and ancient routing of the original course.

All seven of the courses at St Andrews Links will also adopt an updated look with a separate visual icon for each course, inspired by their own unique history and celebrating each course’s individual character.

The iconic Swilcan Bridge on the 18th fairway, renowned as the most photographed spot in golf, is featured in the Old Course icon. Resonating with every golfer, whether they’ve visited St Andrews or not.

Elsewhere, The New Course is symbolised by Old Tom Morris’ distinctive flat cap while the Jubilee Course has a queen chess piece linking its name and origins to Queen Victoria’s Jubilee.

The new colour palette celebrates the natural and man-made beauty of St Andrews Links, taking inspiration from the heather and gorse on the courses, the surrounding North Sea and the iconic stone buildings of the town itself.

The existing Links Crest will remain and become the corporate mark for the St Andrews Links Trust, the charitable trust which oversees the management of the seven courses and all other facilities.

Visitors and staff will begin to see the branding rolled out across golf courses and the wider site. The new logos have already started to appear on merchandise and across digital offerings.

James Ralley, Commercial Director at St Andrews Links Trust, 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.”

As a charity, all surplus generated by St Andrews Links Trust is reinvested into the sport, facilities and in community initiatives across the region.

The updated brand has been launched at a significant moment for the Links Trust which recently celebrated the success of the new The Drive initiative, which hopes to increase accessibility to not only the St Andrews courses, but to golf more widely.

It also follows a report by Sheffield Hallam University which has valued the economic impact of St Andrews Links at £317m to Scotland annually thanks to more than 100,000 visitors to the Home of Golf. The impact derived from St Andrews Links supports more than 1,600 jobs in St Andrews and in excess of 4,300 across Scotland, confirming the venue as a key economic, cultural and social asset for the country.

For more info: standrews.com/thehomeofgolf