Cape Town - The European Tour on Tuesday has rebranded, unveiling a brand new identity along with a new website and app.
European Tour chief executive Keith Pelley stated that it's been more than a decade since the European Tour embarked on a brand refresh.
The European Tour has switched up their logo with a 'T' sign along with a new slogan 'Driving Golf Further'.
According to Pelly, the Tour is underpinned by three pillars: being innovative, inclusive and global.
"We have found ourselves in a position where our organisation had accelerated beyond our brand, but the fresh, modern identity we have unveiled today, flanked by our strapline 'Driving Golf Further' and underpinned by our three pillars of being innovative, inclusive and global, unequivocally reflects where we are at now. This is us. This is the European Tour as we head into 2020," wrote Pelly.
"Our past, therefore, will continue to inform and shape our future. That will not change, but it was, important, if not essential, that we revisited our brand, our aesthetic and our positioning to reflect more accurately what we are doing as a Tour right now.
"Our new logo is representative of this evolution. It is more modern and more commercially friendly than before, with the 'T' more instantly recognisable and more flexible, giving us the ability to create greater brand identity.
"Both our website and app have also been refreshed to allow us to showcase the incredible content that has become so synonymous with the European Tour over the last few years as we have developed our unique tone of voice in this space."
The European Tour will roll out their new branding at this week's Open de Espana in Madrid.
Compiled by Lynn Butler