Golf Ireland unveils new "brand identity"

24 February 2020; In attendance at the brand launch for Golf Ireland, the new governing body for golf in Ireland which takes over from the Golfing Union of Ireland and Irish Ladies Golf Union on 1st January 2021, were (left to right), Mark Kennelly, CEO, Golf Ireland, Fiona Scott, Transition Board member, Golf Ireland, Tim O’Connor, Chairman, Golf Ireland Transition Board, and Claire Kerlin, Senior Account Director, The Public House. Credit: Sportsfile

Golf Ireland won’t become active until 1 January next year but the new governing body for men’s and women’s golf on the island of Ireland yesterday unveiled its new brand identity.

The old ILGU logo with his distinctive shamrock and the GUI emblem featuring the flags of the four provinces have been replaced by a modern design depicting intertwined putting greens.

The new design, which was "Inspired by shapes from golf courses around the island of Ireland”, was created to represent the unity and inclusive nature of Golf Ireland.

“The establishment of the Golf Ireland brand is just part of our journey in 2020 but an important one in terms of setting out how this new, modern and inclusive governing body will work,” said Mark Kennelly, the first Chief Executive of the new body which will replace the GUI and the ILGU.

“Our dedicated team of volunteers on the Transition Board, combined with the staff of the ILGU, GUI and CGI will continue to deliver the timeline to ensure Golf Ireland is fully established by the end of this year."   

All clubs will become members of Golf Ireland on 9 October 2020 in order to facilitate the first regional appointments and preparation for the inaugural AGM in January 2021.

The new brand identity for Golf Ireland, which will replace the GUI and ILGU on 1 January 2021

The Golf Ireland website will be launched in November.

The new brand identity was designed by The Public House, whose client list includes brands such as Jameson, the Irish Independent, Paddypower and Irish Distillers.

“Golf Ireland is future-proofing golf in Ireland as a leading destination globally,” said Colin Hart, founder and Creative Director at The Public House. “The Public House is proud to have helped them with their identity to give a long term personality to the brand whilst communicating all the values that they stand for.”

Clubs will remain members of the GUI or ILGU until the end of the year when both organisations will cease.

The decision by GUI and ILGU delegates to create Golf Ireland at meetings in 2019, has heralded a brand new and exciting chapter in the sport, and in the year or so since then a huge programme of work has taken place to ensure that the new body is ready to “go live”, as planned, in January 2021. 

That work is being carried out under the direction of a Transition Board. The Board comprises four nominees of the GUI and four of the ILGU, with Tim O’Connor as the Independent Chair. 

Various Sub Committees of the Transition Board were set up and cover the following areas: Finance and Governance; Branding, Logo and Website; Property and Office Accommodation; Volunteering; Handicapping; Competitions and Tournaments; Models of Club Governance; Organisational Structures; and High Performance.

As work continues, the Transition Board are seeking to ensure the very best communication and consultation with the GUI, ILGU and their members with the ultimate task to deliver the comprehensive Proposal approved by both Unions in January 2019.

Tim O’Connor, Chair of the Golf Ireland Transition Board said: ‘As a group, the Transition Board believe we are building on tremendous foundations, based on the great legacy delivered by both Unions over the past 130 years.

“Over a year into the Transition Period, I can report that there is a strong sense of common purpose and a shared determination that together we can and must make the most of this exciting opportunity for golf on the island of Ireland, and deliver on its potential to the full.”

Led by a member of the Golf Ireland Transition Board, Fiona Scott, a Branding Sub-Committee which included Pat Finn (CEO, GUI), Sinead Heraty (CEO, ILGU), Pauline Bailie (Transition Board, Golf Ireland), Carla Reynolds (Public Relations, ILGU) and Alan Kelly (Communications Manager, GUI), selected The Public House to develop the new identity.

Fiona Scott said: “The new brand is fresh, modern and inclusive which will broaden its appeal and attract younger players to the sport. I’d like to thank the team at The Public House as a valued partner in the project.”

Timeline for Golf Ireland

• February 2020
  Launch of Golf Ireland logo and interim website

• March 2020
  Volunteer Workshop on Regional Structures & Competitions

• April 2020
  Guidance to clubs on Club Governance
  Finalisation of administrative and competition zones
  Comprehensive communication on the role, structure and election process for Regional Executives

• May 2020
  Advertisement for positions on Board of Golf Ireland

• October 2020
  Initial Golf Ireland Membership Date for clubs – 9th October 2020
  Regional AGMs - election of Regional Executives

• November 2020
  Launch of new Golf Ireland website
  Introduction of World Handicapping System
  Nomination of the first Board of Golf Ireland

• December 2020
  Deadline for motions for the first AGM of Golf Ireland

• January 2021
  First AGM of Golf Ireland