[PHOTO: Getty Images]
Ahead of superstar Rory McIlroy headlining the 2025 Australian Open at Royal Melbourne, organisers have announced a rebrand in a bid to take the 121-year-old championship into a new era.
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At the centre of its new identity is a new slogan, “Moments That Make Us.” The phrase aims to galvanise, players, staff, volunteers and fans through the signposts of stories, memories, and emotions.
The new men’s logo. [Picture: Golf Australia]
There have been some iconic moments, from Jack Nicklaus beating Tom Watson by six shots in 1978 at The Australian Golf Club to claim his sixth Stonehaven Cup and Greg Norman winning by eight strokes in 1996 for his fifth Australian Open crown. More modern moments have included Aaron Baddeley winning in 1999 at Royal Sydney as an amateur and again in 2000 as a pro at Kingston Heath. Or, Jordan Spieth announcing his credentials to the world by winning the 2014 edition by six. McIlroy defeated Adam Scott at the final hole to steal the 2013 event at Royal Sydney.
In the women’s tournament, memorable editions include Karrie Webb capturing a record fifth title in 2014 or Nelly Korda winning in 2019 and recreating the scissor kick celebration made famous by her father, Petr Korda, who won the Australian Open tennis in 1998.
Also part of the Australian Open’s rebrand is a new logo for the men’s and women’s tournaments, which were held concurrently from 2022 to 2024 to some controversy. The new men’s logo is designed around the prestigious Stonehaven Cup, which the men’s winner will lift at Royal Melbourne on December 7. The new men’s logo features a light blue in a nod to Australia’s mostly clear skies.
The new women’s logo. [Picture: Golf Australia]
The women’s logo focuses on its trophy, Patricia Bridges Bowl and uses a purple theme “to highlight ambition, strength and elegance”.
Organisers aim for the rebrand to “draw from tradition while projecting the events’ status as global attractions”, a press release on Monday read.
The 2025 men’s Australian Open will see McIlroy, the five-time major champion from Northern Ireland and the most recent winner of golf’s career grand slam, headline the field at Royal Melbourne’s Composite course December 4-7. In 2026, the women’s championship will return as a standalone event in Adelaide, with Kooyonga Golf Club hosting from March 12-15, the first of a three-year run in South Australia.
Through co-sanctioning with the Challenger PGA Tour of Australasia, the men’s Australian Open and the Australian PGA are significant stops on the DP World Tour’s early season schedule.
“An enhanced look for the Australian Open represents a celebration of everything the event stands for,” Antonia Beggs, general manager of major events and operations at Golf Australia and the PGA of Australia, said.
“The brand represents the Australian Open as golf the Australian way, paying tribute to the nation’s iconic landscapes and golf courses, energy in the crowds, and nods to the Aussie green and gold spirit.
“’Moments That Make Us’ speaks to the stories, memories, and emotions of the event – it’s history, future and community, which is captured in every swing. “From lifelong members to first-time fans, the event has something for everyone. Whilst you may come for the golf, you can stay to experience everything beyond the green including at ‘The 19th’ with amazing food, drinks, music and entertainment for all.”
