Quintessentially British, But Only The Open

It's The Open week, as the world's elite golfers descend upon Royal Birkdale in Southport to battle the historic links. The Open is considered the most prestigious and grueling event in golf, with an identity that flows from dunes, wind and narrow, fast, and firm fairways. I have had the privilege of watching Tiger Woods and Rory McIlroy win the event in baking heat at my local course in 2006 and 2014, and to attend a windswept, wet, St Andrews in 2014, and many more. It is British in its very essence, but it is always The Open.

R&A Merchandising Limited, the retail arm of the R&A, has managed its own, and the public's, use of The Open brand with great detail. Never "The British Open", always The Open.