The Home of Golf just got a makeover — and it’s one that blends centuries of history with a clean, modern identity designed to resonate with golfers across the globe.
St Andrews Links Trust has officially unveiled a refreshed brand identity for its iconic venue and all seven of its world-famous courses. Stemming from the physical and cultural landscape of St Andrews, the new look aims to create a more unified and instantly recognizable connection to the birthplace of the game.
“This isn’t just a new look,” said James Ralley, Commercial Director at St Andrews Links Trust. “It’s a way to connect golfers everywhere, using recognisable icons inspired by the spirit of the Home of Golf.”
A Logo with Legacy
The new logo features a modern typeface inspired by the carved stone text on the Martyrs Monument behind the Old Course’s 18th green and the ancient March stones marking the original course boundaries. Most striking, though, are three subtle cuts in the lettering — a symbolic nod to the Swilcan Burn and the bridges golfers cross each day as they walk the links.
The updated identity is more than just a badge. Each course at St Andrews will now carry its own individual icon:
- The Old Course features the iconic Swilcan Bridge.
- The New Course is represented by Old Tom Morris’ flat cap.
- The Jubilee Course carries a queen chess piece, linking to Queen Victoria’s jubilee.
Additional icons for the remaining courses reflect unique elements of their own legacy and character.
A Color Palette from the Landscape Itself
The updated branding also embraces a new color scheme — inspired by the gorse, heather, North Sea, and stone buildings that surround the fabled links. It’s a palette drawn directly from the landscape golfers have walked for centuries.
The Links Crest, long associated with St Andrews, isn’t going anywhere. It will now serve as the official corporate mark for the St Andrews Links Trust, the charitable organization that manages the venue.
Rolling Out Across the Golfing World
Golfers, visitors, and staff will begin to see the new branding across courses, merchandise, digital platforms, and signage. Some items with the new look have already hit pro shop shelves.
The launch of the new identity arrives during a transformative time for the Links Trust, which is investing heavily in expanding golf’s reach. The Drive initiative — launched to increase accessibility to golf at St Andrews and beyond — has gained traction as a community-first push to open up the game.
And the stakes couldn’t be higher. A report by Sheffield Hallam University recently valued the economic impact of St Andrews Links at a staggering £317 million annually, supporting over 4,300 jobs across Scotland — more than 1,600 in St Andrews alone.
This isn’t just branding — it’s heritage meeting innovation, with a design built to link past, present, and future. From the Swilcan Burn to the Queen’s Jubilee, every detail is a tribute. And with this fresh visual identity, the Home of Golf just became even more iconic.
