The South African Open golf championship is being heavily marketed as a major tournament, aided by a new identity designed in London by Twelve Stars.
The tournament organisers hope to build the event into one of the world’s premier championships, alongside the British, Australian and US Opens.
The next South African Open takes place next month. Twelve Stars, which won the work in a paid pitch against South African and international rivals, had to complete the work in just two months.
“We had to work very fast,” says Twelve Stars president Nicolas De Santis. “But the identity has made everyone excited, including the government.”
The South African Open is being promoted by two sports groups, Parallel Media and ESPM Legends. Parallel Media chairman David Ciclitira says: “As a South African minister put it, the new image of the championship created by Twelve Stars represents the symbol of South Africa in global sport.”
The identity draws on the shapes and colours in the new South African flag. The new identity will be retained for the event in coming years. Twelve Stars is now developing guidelines and applications for the identity.