identity honouring heritage
Established in 1895, Royal Perth is Western Australia’s first and oldest golf club. Its course is deceptively challenging, with a narrow layout and small targets exposed to breezes streaming up the adjacent Swan River.
The Club has hosted numerous amateur and professional tournaments; bred champion players, like Tour Pro Brett Rumford; and fostered a strong culture among its proud Membership.
Trial and feats from the course are regaled at the Club’s award-winning dining facility, which also hosts and caters for functions and weddings.
As Royal Perth approached its 125th Anniversary, the Club recognised that its visual identity had become inconsistent, diluted and at odds with its prestigious reputation. The dated look extended to their presentation within the highly competitive functions & weddings and corporate golf environments. We were appointed to undertake a comprehensive audit of RPGC’s brand and marketing material, and identify the opportunities to reposition the brand image in line with the Club’s strategic vision.
Our assessment of numerous branded touchpoints determined that the Club required a clear and simplified brand logo system – expressed consistently and professionally from embroidery to signage and everything in between.
We were sensitive to the significant heritage of the brand, and brought this into a contemporary context with an elegant brandmark, refined colour palette, sophisticated typography and a distinctive graphic element.
Special logos were also created for a range of Members-only items and to celebrate the 125th Anniversary in 2020. A comprehensive style guide specifies the new brand assets, and compiles their application to the Club’s stationery, signage, apparel, merchandise, operational, marketing and communications – including the refreshed newsletter, Royal Mail.
Our archival research found that the Club has used variations of the crowned ‘RPGC’ monogram since Royal patronage was granted in 1937. A particularly striking depiction, found on the badge of an old oak port barrel, provided the inspiration for the refined logo. Custom lettering is capped by a simplified crown to produce a single-colour brandmark, which reduces and reverses cleanly. An elegant typeface, inspired by trophy engravings, sets the complementary wordmark; and we consolidated a deeper, more stately navy blue as the primary colour of the club.
In recognition of the Club’s loyal membership, we designed a special logo for a line of Members-only apparel and merchandise. We also created a mark for RPGC’s 125th Anniversary to be used across communication material in the lead up to, and celebration of, the 2020 milestone.
The Club identified that the varied and inconsistent application of their brand was in the most part due to a lack of creative direction.
With a diverse array of branded impressions and communications, it was vital that clear guidelines were established to capitalise on the updated identity.
We produced a complete style guide manual that sets out the brand values, logo system, colour palette, graphic elements, typography, photographic treatment and language style; and provides application standards to stationery, signage, apparel, merchandise, operational items, marketing and communications.
The new Royal Perth Golf Club identity was heralded with a refreshed newsletter format.
We helped the Club conceptualise the newly branded Royal Mail as an eight-page, bi-monthly communication – which was a significant step up in design, content, editorial standard and production quality.
With renewed focus on detailing major events, news and committee-level issues – as a companion to the more frequent email bulletins – the Royal Mail also presents a more professional face to visitors and prospective members.
The new RPGC brand, including the distinctive course map graphic element, is expressed in a broad suite of stationery items.