The European Tour has a new logo, replacing the more aggressive-looking prior logo with a softer logo which aligns with the tour's goal of being an inclusive innovator in the professional golf world.
The unveil was made the week of the 2019 BMW PGA Championship, the tour's flagship event located adjacent to the tour headquarters, which have recently been renovated.
“It is an exciting time for us to unveil our new brand strategy," said European Tour chief executive Keith Pelley. "While we continue to celebrate our traditions and our core audience, the Tour has a strong desire to innovate and broaden the appeal of our sport.”
The new European Tour logo features the words European Tour, with a ball on the T in Tour to make a call into golf. The T can be used unto itself, and it could be used in television graphics to show off player countries, rankings, scores and the like. There's also a single-line wordmark for the European Tour.
This new logo aligns with a new branding campaign in which the European Tour says it wants to "Drive Golf Further." The European Tour has tried to position itself in recent years as golf's global tour, opening up its schedule to include new formats and countries.
Under Pelley's leadership, the European Tour has tried to expand its branding around resort properties and destinations, including making associations with Hilton hotels and Enterprise car rental.
Complementing the new branding campaign is a new European Tour website, which borrows from the concept introduced in 2018 and temporarily scrapped after fan feedback. The new European Tour website, which launches Oct. 1 with the new logo, should correct some of the issues in accessing stats and information around players. It also is designed to work seamlessly on all devices, ending the need for a separate European Tour mobile app.