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The Open gets new branding

The Open Championship has a new brand identity designed to capture all the defining attributes of The Open and to communicate the Championship’s unique heritage to golf fans the world over. The new brand identity was created by two London agencies, Teamup and Designwerk. A short film entitled, ‘The One, The Open’ celebrating the unique story of The Open has been released on YouTube to coincide with the launch.

The enduring symbol of The Open, the Claret Jug, forms the centrepiece of the new logo, locked within the ‘O’ of Open. The logo is the foundation of the new branding and will be presented alongside distinctive graphic elements, reflecting the unique landscape of links golf, and evocative photography.

Peter Dawson, Chief Executive of The R&A, said, “We know that fans of The Open share a tremendously strong connection with the Championship. The new branding celebrates the 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. The Open has enjoyed great success for more than 150 years and strengthening its brand will help to ensure its appeal continues to grow over the decades ahead. We believe the new branding will reflect an enhanced experience for the millions of golf fans who support The Open.”