World-Class Identity Captures Event and Audience

A landmark event under any circumstances, the 2010 U.S. Open takes on a special quality when Pebble Beach hosts it. “America’s Golf Course” needed a singular logo to communicate the combined cachet of a premier golf tournament and its unforgettable Pebble Beach location. The logo required a design that would not only create excitement for the championship tournament, but maximize the sale of event-branded merchandise. The additional challenge was to create an event identity that wouldn’t diminish core branded Pebble Beach merchandise sales, but inspire its own retail success.

We established several key elements in creating an identity for the 2010 U.S. Open at Pebble Beach. First, the design had to convey the unmistakable Pebble Beach brand, highlighted by the iconic Lone Cypress.

Dialogue_2015-Pebble Beach_6

Next, with the tournament set on what many feel is the country’s most iconic course, we wanted to communicate a strong sense of Americana.

Dialogue_2015-Pebble Beach_4

Finally, the year needed celebrating; 2010 has a visual dynamic that we wholeheartedly embraced.

Dialogue_2015-Pebble Beach_9

With this focus, we spent months of deep exploration to land on what would become a hallmark identity for the United States’ top golf event.

Because the design would be used on merchandise, it was also necessary to conduct and manage robust prototype testing of the logo across multiple materials, form factors, and applications. We also created worldwide usage guidelines to further ensure deliver of an identity worthy of the event and location.

Dialogue_2015-Pebble Beach_8

Dialogue_2015-Pebble Beach_2

Our identity solution appealed to an audience that extended beyond golf insiders. Capturing a sense of place and connecting attendees to the iconic event, the timeless logo was rolled out across an array of media and merchandise, compelling purchases that drove hundreds of millions of dollars in revenue.

Dialogue_2015-Pebble Beach_10