ASIAN GOLF INDUSTRY FEDERATION

SGA Unveils New Logo and Visual Identity

SGA National Squad members Chen Xingtong (left) and Aloysa Atienza (right) pictured alongside an advertising board with the association’s new logo. Picture by The Picture Suite/SGA.

Singapore: The Singapore Golf Association (SGA) has unveiled a new logo, reflecting the association’s dynamism and forward momentum as it strives to break new frontiers while preserving tradition.

The logo focuses on modernity, and professionalism while keeping a progressive outlook that aligns with the SGA’s vision for the future of golf in Singapore.

Key elements in the logo feature upward-angled lines that show a golf ball in motion, underlining SGA’s ambitions to be a forward and relevant organisation in the ever-changing golf landscape.

The greyed-out dimples represent the golf ball symbol while the Singapore map and colours from the old logo have been retained, highlighting the SGA’s unchanging mission and vision.

“We are excited to showcase the new changes to our SGA brand. This new logo will represent a fresh look and is part of our broader effort to enhance the appeal of golf to the wider community,” said Tan Chong Huat, President of the SGA, an Associate Business Member of the Asian Golf Industry Federation.

“It is also a key value-adding factor for the SGA as we want to show the upward trajectory of the SGA where all the key elements in the logo reflect the SGA’s continuous improvement, advancement and elevation of the organisation in all aspects, including athlete development, golfing standards and organisational excellence,” added Tan.

The SGA worked with renowned South Korean fashion designer Song Yujin for the logo revamp. As well as on-site branding, the logo will be featured in the SGA’s merchandise and selected apparel.

A graduate of the London College of Fashion Womenswear and London College of Fashion Womenswear, Song has participated in numerous international fashion events, including Seoul Fashion Week, London Fashion Week and Shanghai Fashion Week.

She has also collaborated with various K-pop artists and actresses, including Girls Generation, IU, Hyuna, and Ko Jun-hee. Among her other clients are Keppel Club and Hidden Castle Golf Club.

“It’s an honour and privilege to work with the SGA in developing their new logo and brand guidelines. I’m confident they will appeal to the Singapore golfing community as it projects the organisation as a forward-looking one,” said Song.

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