Brand identity and visual language for one of South Africa’s biggest sports events.
Sun International is an influential brand for South African golf.
Learn more about this project
Previously known as the Million Dollar Challenge, The Nedbank Golf Challenge is an annual men’s professional golf tournament.
Sun International is an influential brand for South African golf. Its flagship resort, Sun City, has played host to the Nedbank Golf Challenge since its inception in 1981. The Nedbank Golf Challenge has a 37-year history and has featured the biggest names in world golf.
The need for the tournament’s new brand identity was influenced by three primary factors. Nedbank’s renewed brand identity, Sun International’s brand strategy shift to monolithic and the rapid growth of the event as it took up a premier position on the European Tour’s elite Final Series of the Race to Dubai, making it a Rolex Series Event.
The new brandmark created by Circle clarifies the main role players of the tournament, both Nedbank and Sun International, which was a main requirement given the tournament’s extensive identity evolution. The Nedbank Golf Challenge is positioned as Africa’s Major, therefore the brandmark is inspired by the African sun, the sky and the Gary Player Golf Course. The visual language was further inspired by African patterning and crossed golf clubs.
The new visual system enabled easier management of the event, from year to year. The brandmark is more practical, can be used for each tournament without having to edit the date and is able to effortlessly work across a variety of mediums, collateral and platforms including all the social media assets used throughout the tournament.
The Nedbank Golf Challenge is positioned as Africa’s Major, therefore the brandmark is inspired by the African sun, the sky and the Gary Player Golf Course.
Learn more about this project
Previously known as the Million Dollar Challenge, The Nedbank Golf Challenge is an annual men’s professional golf tournament.
Sun International is an influential brand for South African golf. Its flagship resort, Sun City, has played host to the Nedbank Golf Challenge since its inception in 1981. The Nedbank Golf Challenge has a 37-year history and has featured the biggest names in world golf.
The need for the tournament’s new brand identity was influenced by three primary factors. Nedbank’s renewed brand identity, Sun International’s brand strategy shift to monolithic and the rapid growth of the event as it took up a premier position on the European Tour’s elite Final Series of the Race to Dubai, making it a Rolex Series Event.
The new brandmark created by Circle clarifies the main role players of the tournament, both Nedbank and Sun International, which was a main requirement given the tournament’s extensive identity evolution. The Nedbank Golf Challenge is positioned as Africa’s Major, therefore the brandmark is inspired by the African sun, the sky and the Gary Player Golf Course. The visual language was further inspired by African patterning and crossed golf clubs.
The new visual system enabled easier management of the event, from year to year. The brandmark is more practical, can be used for each tournament without having to edit the date and is able to effortlessly work across a variety of mediums, collateral and platforms including all the social media assets used throughout the tournament.
