Free report · October 2026
The Rebrand Report
How 18 golf clubs changed their crest, logo or name, and what their members accepted.
Inside the report
- The before and after for every club, with what changed and why
- How members reacted, and what the clubs did when it went wrong
- The six patterns behind the changes members accepted
- A seven-step guide for a club thinking about a change
From the team behind brand and marketing work for
A look inside
Every case shows the before and the after.
Three of the 18. The report covers what each club changed, how its members were involved, and what we think other clubs can learn from it.
Before
After
Before
New mark
Before
2013, reversedKey findings
What the 18 clubs tell us.
Most clubs kept the old crest and gave it a job.
The heritage crest stayed on blazers, honours boards and formal papers. A simpler mark did the public work.
The marks that lasted came from something members already owned.
A tower, a bird, a ship, a style of lettering. Members recognised it and visitors got something clear.
Removing laurels, mottos or dates without asking caused the loudest reactions.
They look like decoration to a designer and like history to a member.
Members accepted a choice more readily than a decision.
Clubs that put two or three options to a vote got a result that held. One that unveiled a single design withdrew it within days.
Putting the place name first met little resistance.
Keeping the historic name as a qualifier served visitors and members at the same time.
Almost nobody publishes the commercial results.
Treat any promised figures with caution, including ours.
Questions
Before you download.
Is it free?
Yes. Fill in the form and you can read the report online or download the PDF straight away. We email you the link as well.
Why do you ask for my details?
To send you the link and to understand which clubs find the research useful. We will only send you marketing emails if you tick the box.
Who is it for?
General managers, secretaries, chairs and committee members at clubs thinking about their crest, logo or name, whether that is a light refresh or something bigger.
Where does the research come from?
Club websites and archived versions of them, design agencies' case studies and press coverage, checked in October 2026. Every case is referenced, and anything we could not check directly is marked.
Thinking about your club’s crest, logo or name?
Start with what 18 other clubs did.