BMW Golfsport


Visual Identity

BMW‘s visual identity is unique – dynamics, innovation, and driving pleasure are part of each visual. The brand‘s high standards are transferred to BMW Golfsport in a multistage design process applied at highest level to every key visual.


The drive is a long-distance shot played from the tee box, intended to move the ball a great distance down the fairway towards the green. The maximum possible accomplishment is a hole in one.


Any shot, normally not when teeing off, aimed to land on the green, hit for accuracy more than power.


The putt is a shot designed to roll the ball along the ground and used for putting the ball in the hole or closer to the hole from the green or the fringe of the green.


BMW International Open

Since 1989, BMW has been organizing this European Tour event in Germany, which boasts a proud history. BMW and Pascher+Heinz develop unbeatable key visuals with Major and Ryder Cup winner Martin Kaymer in 2015 and BMW Brand Ambassador Max Kieffer in 2016. Pascher+Heinz conceptualizes and designs the powerful cross-media campaign and provide support for the entire roll-out.


BMW Golf Cup International

Hundreds of thousands of amateurs are excited about the BMW Golf Cup International. The World Final is held at a different location each year. The new key visual creates suspense, underlines the dynamics of golfing, and generates a direct connection to the host country.


BMW Golfsport Website

As a global player, BMW has clearly set requirements. With lots of sensitivity, independent sub-pages are created within the digital brand environment. They emotionally charge BMW Golfsport‘s commitment and provide orientation.


Photography: Andreas Panzenberger (drive, approach, putt), Getty Images
Editorial: BüroSüd
Modules development: Hirschsiegel