Branding Inspiration: A fresh brand identity for St Andrews Links the home of golf.
How Dark Horses rebranded St Andrews Links with purpose, heritage and simplicity.
At Jazzbones, we love nothing more than a destination rebrand done well – especially when it blends heritage, ambition, and a visual identity that resonates across audiences and generations.
That’s why this rebrand for St Andrews Links by London-based agency Dark Horses caught our eye. Known as the “Home of Golf,” St Andrews Links is a world-renowned destination, steeped in over 600 years of history. But even the most iconic locations need to evolve to stay relevant – and this project is a masterclass in how to do it with respect, clarity and ambition.
Dark Horses worked closely with the St Andrews Links Trust to modernise the brand while retaining its authenticity and heritage. The result is a bold, confident identity that reflects the institution’s global standing and ensures the brand can flex across channels – from physical signage on windswept fairways to slick digital platforms and merchandise.
“This is a great example of how branding can connect past, present and future,” says Nathan Sandhu, Founder and Creative Director at Jazzbones. “Dark Horses have created a visual identity that balances the traditional prestige of St Andrews with a modern, dynamic feel – all without losing the soul of the place.”
A new visual language for an iconic destination
At the heart of the rebrand is a striking new monogram logo, combining the letters “S” and “A” to form a simple but powerful brand mark. It’s a clean, versatile symbol that works just as well embossed on a leather golf glove as it does on screen.
This sits alongside a refined wordmark and a graphic system built on overlapping circular forms – an elegant nod to the undulating greens and rolling links landscape of the area. The typeface (a custom cut of A2 Type’s Gestalt) gives the brand a strong, architectural presence, while maintaining readability and elegance.
The colour palette is similarly restrained – sophisticated shades of green, sand and off-white that subtly echo the natural tones of the Scottish coastline.
Why we think this works
Authenticity: The branding honours the heritage of St Andrews without being stuck in the past.
Simplicity: A limited palette and minimal visual elements allow the content – and the location – to shine.
Scalability: From branded merchandise to digital applications, the identity adapts seamlessly.
Emotion: The visuals stir something – they feel quietly powerful and deeply rooted in place.
A valuable reminder for destination brands
This rebrand is a brilliant reminder that destination branding isn’t just about logos and typefaces. It’s about crafting a story and experience that visitors, residents and global audiences can connect with. It’s also proof that simplicity – when done well – speaks volumes.
Whether you’re rebranding a golf course, a tourism hub, or a hidden gem in Swindon, the same principles apply: respect your roots, define your purpose, and build a visual identity that can grow with you.
At Jazzbones, we work with towns, cities, and cultural spaces across the UK – helping them craft standout identities that drive awareness, pride and visitor engagement. From the Cotswolds to Kangaroo Island, we’ve branded destinations big and small with design that gets results.
Looking to rebrand your place, precinct or property? Let’s talk.
