A Hole in One
Mires wins U.S. Open identity assignment
San Diego, CA, September 8, 2005—They may not have any players on the greens, but Mires, a leading West Coast
brand design firm, will leave its mark on the 2010 U.S. Open. The Pebble Beach Company has chosen Mires to
develop the tournament logo, a key element in merchandising the top-tier event.
First played in 1895, the U.S. Open has evolved into one of the most prestigious championships played, with
many of golf&#rsquo;s greatest players having captured the coveted title. The 85-year-old Pebble Beach Golf Links is
renowned for its breathtaking ocean-side locale and its reputation as one of the world&#rsquo;s most challenging courses.
“This is a big win for us,” said Scott Mires, the firm’s principal and creative director. “Pebble Beach’s
executive team included many of the West Coast’s top firms in their search.”
Founded in 1985, Mires has grown to become the largest brand design firm in San Diego and a trusted partner of
national and global market leaders. Specific to the Pebble Beach Company’s project, Mires has developed dozens
of identities for consumer brands including Wal-Mart, Taylor Guitars and Nike.
Mires’ identity for the 2010 U.S. Open will get worldwide exposure and is expected to positively impact the
tournament’s bottom line. The event’s logo will appear in television coverage, at events, and most importantly
on everything from apparel and equipment to collectibles—items that are popular with golf fans globally.
The positive effect the right logo can have on merchandising for a premier event like the U.S. Open was critical
in Pebble Beach’s decision-making. “A strong logo plays a big role in motivating fans to purchase goods
commemorating the event,” said Lisa Lane, director of marketing for the Pebble Beach Company, host of the 2010
U.S. Open. “Mires’ track record of developing identities with strong consumer appeal convinced us that they
could make a powerful impact on our retail program.”
The rush for U.S. Open merchandise begins years before the tournament. For instance, the U.S.G.A. reported in
February that sales of merchandise commemorating the 2008 U.S. Open at Torrey Pines Golf Course accounted for
approximately 40 percent of golf shop apparel sales. Clubs hosting the 2006 and 2007 events have also started
selling merchandise. Pebble Beach officials expect Mires’ work to similarly boost sales for the 2010 event.
For more information about the Pebble Beach Company, visit www.pebblebeach.com.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
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