For more than six centuries, St Andrews Links has shaped the game of golf. It’s the living, breathing, ever-flowing source of one of the world’s oldest sports. After six hundred years, Dark Horses is giving St Andrews a new brand identity for a new era, honouring its heritage while it invites every golfer, whether they’ve walked the legendary course or only dreamed of it, to be part of its future.
The new platform shows that St Andrews Links isn’t just where golf began, but where it goes next. The Swilcan Burn that runs through the Old Course is used as a visual device to show the spirit of the game flowing out into the world.
Melissa Robertson, CEO, at Dark Horses, noted, “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.”
The new typeface takes its lead from the Martyrs’ Monument and The Old Course March Stones, while the distinctive cuts in the logo reflect the bridges golfers cross over the Swilcan Burn every day.
Each course has its own icon, and every detail is rooted in the heritage and physical landscape of the seven courses that make up St Andrews Links.
The new brand direction will touch all areas of the brand and transform business opportunities, from retail to digital platforms, coaching academies to on-course experiences. The platform intends to open the door to more people feeling that they too are part of this place, that they have the right to wear its badge, that it’s their home too.
James Ralley, commercial director, at St Andrews Links, stated, “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.”
Credits:
Brand: St Andrews Links
Commercial Director: James Ralley
Brand Manager: Leona Gair
Creative Agency: Dark Horses
CEO: Melissa Robertson
CSO: Matt Readman
Executive Creative Director: Steve Howell
Creative Directors: Adam Burns & Paco Lopez
Designer: Jordan Dicks
Editors: Steve Fowler & Ashley Teegler
Producer: Charlie Hurlock
Account Director: James Tadros
Account Manager: Nancy Barrett
Typography Design Studio: extra!
