Established in 1895, Royal Perth is Western Australia’s oldest golf club. Its challenging, narrow course along the Swan River has hosted prestigious tournaments, produced champion players, and cultivated a vibrant culture among its membership. Trials and feats from the course are regaled at the club’s award-winning dining facility, which also hosts functions and weddings.
Approaching its 125th Anniversary, Royal Perth sought to rectify a brand image which had become diluted and incongruent with its prestige – especially in the competitive sectors of functions and corporate golf. Our task was to realign the brand with the club’s strategic vision.
We identified the need for a clear, appropriate logo system designed for various touchpoints. While respecting the brand’s heritage, we modernised it with an elegant brandmark, refined colours and sophisticated typography. A comprehensive style guide ensures consistent brand application to signage, merchandise, marketing and communications.
Scope of Work
- Logo refresh & brand identity
- 125th Anniversary logo design
- Presentation folder
- Member newsletter
- Style guide
Our brand audit aligned the numerous stakeholders at this historic club, and our deep understanding of golfing culture was particularly valued. The revamped identity countered years of brand dilution – realigning Royal Perth Golf Club with its target demographic, assisting its membership drive, and proudly presenting it to other ‘Royal’ clubs globally at the time of its 125th Anniversary.”