Everything has led to this

A commemorative brand has been launched for The 150^th Open as The R&A prepares to celebrate a momentous milestone in the history of golf.

Following its launch today, the new brand will be displayed across a campaign of content and activations that will run throughout the next 14 months until the conclusion of next year’s Championship at St Andrews.

The focus of the campaign will be the remarkable journey of The Open and its enduring impact on players, fans and golf alike since it was first staged back in 1860.

Every aspect of the modern game can ultimately be traced back to that original Open at Prestwick, and a landmark anniversary Championship at the home of golf provides a unique opportunity to reflect on the event’s unparalleled heritage and standing.

The new identity for The 150^th Open is made up of individual threads that each represent journeys connected to the Championship and golf’s evolution through the years.

Among these journeys are the careers of golf's greatest champions, including Old Tom Morris, Bobby Jones, Arnold Palmer, Jack Nicklaus, Gary Player, Tom Watson, Seve Ballesteros, Sir Nick Faldo and Tiger Woods, as well as the experiences enjoyed by fans and amateur players who have been inspired by watching the world’s best produce unmissable moments on the greatest links courses in the world.

The threads will be prominently used in imagery throughout the build-up to The 150^th Open, emphasising the campaign’s central message of ‘Everything has led to this’ as we count down to what promises to be a truly unforgettable occasion.