DARK HORSES' REBRAND GIVES THE “HOME OF GOLF” A NEW LOOK

Summary from the TLDR Design newsletter

St Andrews Links, the historic "home of golf," has undergone a major rebrand led by agency Dark Horses to position itself as a global lifestyle brand and unlock new revenue streams through retail, partnerships, and international expansion. With redesigned course icons, a custom typeface inspired by local landmarks, and a refreshed color palette drawn from the landscape, the rebrand aims to appeal to a broader, worldwide audience of golfers beyond those who can visit in person.