Aerial view of the course: parallel fairways divided by belts of mature trees, greens and bunkers, with the clubhouse at lower right and Norwich beyond

Bawburgh Golf Club · Norfolk · Founded 1979

Brand guidelines

Before you start

This is a reverse-engineered brand system. It was compiled by reading the live website, pulling the actual colour values and typefaces out of the site's stylesheet, and sampling the crest artwork pixel by pixel. Everything about colour, type and factual detail is measured and checkable today. Everything about voice, values and messaging is a proposal drawn from how the club already writes, and needs the club to say yes to it.

Measured Taken from the live site, its stylesheet or its artwork. Verifiable.

Proposed Synthesis. Requires club sign-off.

Nothing here has been approved by the club yet.

Aerial view of two parallel fairways separated by a belt of pines, with three fairway bunkers, a pond and the Norfolk Showground beyond

The club

One company, two sites, four names. The brand problem is not that the club lacks marks. It is that it has four good ones and uses one.

The story in one paragraph Measured

A Norfolk farmer, Alan Barnard, laid out nine holes at Bawburgh in 1979 with Bert Kelly, a former professional. He and his wife Kate Barnard extended it to eighteen in 1991, and added the Glen Lodge clubhouse in 1994. Both died in 2018, and the wedding venue that opened the following year is the Barnard Suite, named for them. What grew from that is not one business but four, run by one family from one company: a members' golf club, a wedding venue, a restaurant with rooms, and a family golf centre a mile away at Easton. The club has drawn a mark for each of them. Its own website shows only the first.

The numbers Measured

1979Founded by Alan Barnard with Bert Kelly
1991Extended to eighteen holes
27Holes across two courses and two sites
6,722Yards off the white, par 72
3,154Yards on the nine at Easton, par 36
28Covered range bays, fitted with Toptracer

Five sets of tees on the eighteen: 6,722, 6,404 and 6,127 yards for men, 6,127 and 5,849 for ladies. Green fees run from £55 down to £25 after four.

What the club stands for Proposed

Decision 9

Mission

To be the place near Norwich where a family can do four different things in one visit, and where a first-time golfer is never made to feel small.

Vision

Four businesses that each look like themselves and unmistakably like Bawburgh, so that a golfer, a bride and a family with a six-year-old all know they are dealing with the same people.

Values, read out of what the club already does rather than a values statement it does not publish.

01
Say the price
Green fees by time band, thirteen membership categories, range balls, and wedding packages to 2027 are all published. Most clubs nearby publish none of that.
02
Welcome first
Friendliness is the highest-scoring thing about this club on the two platforms that carry the most reviews. It outranks the course.
03
Family before formality
A relaxed dress code on the nine, under-twelves free with a member, and a golf centre built around children.
04
Look after the ground
Twenty-seven holes irrigated from the club's own borehole, with a reservoir now in planning.
05
Answer the question
The range page is the only one that sets out plain questions and answers. It should be the pattern, not the exception.

Brand personality Welcoming · Plain-spoken · Family-run · Practical · Unpretentious

The Woodlands lodges seen from below a grass bank: timber cladding, tall glazed gables and a glass balustrade under a bright winter sky

Positioning Proposed

For people around Norwich who want golf, a family afternoon out, dinner, or a wedding, Bawburgh is one family business running four of them on two sites: twenty-seven holes, a Toptracer range with adventure golf, a restaurant with five rooms, and a wedding suite. Nowhere else in the area does all four, and no one is made to feel they are in the wrong place at any of them.

The master lockup: a fine ruled circle containing Glen Lodge in a flowing script, set beside BAWBURGH in wide light capitals

The mark Measured

There is no crest. The mark is a lockup: a hairline ruled circle holding Glen Lodge in a script, beside BAWBURGH in wide, very light capitals. The club owns exactly two files of it. One is a JPEG, black on an opaque white rectangle, which is why it can only ever sit on white. The other is white on transparency, which is why it is shown here on a plate. Neither is vector, so neither can be made larger than a business card without breaking.

How we look

Four marks, two colours and a stock icon. Everything needed to look like one business is already drawn. Almost none of it is deployed.

The marks Measured

Decision 1 and 2

The club has four marks, drawn as one family and held together on a single artwork sheet on its own server. A master lockup, Glen Lodge Bawburgh. A script Glen Lodge for the venue. A ruled rectangle reading BAWBURGH GOLF CLUB. And, for the Easton site, four golfer silhouettes, a woman mid-swing, a small child, a golfer putting and a man tending the flag, above NORWICH FAMILY GOLF CENTRE in bold condensed capitals.

Good news · the golf mark already exists

Every page of the club's website, including the golf pages and the membership page, carries the Glen Lodge Bawburgh master lockup. A golfer looking at the green fees sees the wedding venue's name above the heading. Meanwhile a proper BAWBURGH GOLF CLUB mark, and a NORWICH FAMILY GOLF CENTRE mark, both already exist, drawn to match. They are sitting inside one composite PNG at /wp-content/uploads/2022/09/GLBBrandsWhite-1920w.png. Nobody has cut them out into their own files. That is the whole job.

The Bawburgh Golf Club mark: BAWBURGH in letterspaced capitals inside a ruled rectangle, with GOLF CLUB below between two short rules

Use this on golf

Exists, drawn, and never once used on the website. Lifted here from the club's own brand sheet at 770 × 211px.

Golf mark

The Norwich Family Golf Centre mark: four golfer silhouettes, a woman swinging, a child, a golfer putting and a man holding a flag, above the name in bold condensed capitals

Use this on the range

The only mark in the family with a picture in it, and the only one that says who the place is for. Also unused on the site.

Centre mark

Problem · the browser tab is a stock icon

The favicon on every page is noun-golf-ball-589751, a generic golf ball bought from a stock icon library. Four marks exist and none of them is in the tab. The apple-touch icon is the same file. There is no site manifest and no icon set.

Problem · the roundel rule runs through the B

In the master lockup the hairline circle around Glen Lodge passes behind and through the stem of the B of BAWBURGH. There is no clear space between the two halves of the mark. At the 310px the header serves, the hairline is already close to dropping out, and it will disappear in print.

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Master lockup, Glen Lodge Bawburgh	Company level, corporate, the group	655 × 211 JPEG	In use everywhere
Bawburgh Golf Club	Golf, membership, societies, the courses	inside a composite PNG	Exists, never used
Norwich Family Golf Centre	Range, Toptracer, adventure golf, parties	inside a composite PNG	Exists, never used
Glen Lodge	Weddings, restaurant, rooms	inside a composite PNG	Exists, never used
Vector master (SVG / EPS)	Signage, flags, embroidery, large print	none	Missing
Reversed, single file per mark	On photography and dark grounds	one composite only	Missing
Favicon and app icon	Browser tab, bookmarks, phone home screen	512 × 512 PNG	A stock golf ball

The blocker · there is still no vector artwork

Two raster files is the whole asset library. The header logo is a JPEG, so it carries an opaque white box and cannot sit on a photograph, a colour, or a dark ground. The only transparent artwork is white-only, so it cannot sit on white. Neither is vector, so no sign, flag, embroidered shirt or anything printed larger than a business card can be produced. All four marks need redrawing as SVG and EPS, in positive, reversed and single-colour versions, before any print or signage work is commissioned.

Clear space and minimum size Proposed

Minimum clear space on all four sides equals the cap height of BAWBURGH. Nothing sets inside that boundary: no type, no rule, no photograph edge, no second logo. Inside the master lockup itself, the roundel and the wordmark need separating so the circle no longer touches the B.

Context	Minimum	Note
Master lockup, print	45mm wide	Vector only. The hairline circle fails below this
Master lockup, screen	220px wide	Below this the script closes up and the circle drops out
Golf mark, screen	160px wide	The most robust of the four. Letterspacing survives
Any mark, avatar	not suitable	All four are horizontal. A square icon does not yet exist

Colour Measured

Decision 5

Colour: the conflict, first

The club is running three unreconciled sets of colours. Its own theme stylesheet, the page-builder palette it saved, and a third-party plugin all disagree, and the plugin is winning on volume. Counted directly from the CSS the site serves today:

1 · The club's own stylesheet says

#74986A70 uses

#9D968424 uses

#1B1B1B20 uses

#FFFFFFWhite

2 · A plugin says, more loudly

#18012C111 uses

#0056FF56 uses

#F3F3F337 uses

3 · The page builder still says

#6EC1E4named "primary"

#61CE70named "accent"

#E83178one of about twenty

#FBFF12also saved as a brand colour

The two colours with the most declarations on this website, a dark purple and a bright blue, belong to a plugin and to nobody's brand. The page builder's saved palette still holds the two colours it ships with out of the box, labelled primary and accent, beside about twenty more that have accumulated since.

Recommendation

Keep the sage green as the brand colour and the warm stone as the second, because those are the only two non-neutral values the club's own theme actually declares, at 70 and 24 uses, and because a soft green and a stone read as a Norfolk parkland course rather than as a page builder's defaults. Then do three things. Delete the plugin's purple and blue from anything the club controls. Empty the saved palette down to the two brand colours, an ink and a stone. And accept that neither brand colour can carry text, which the next section proves and the section after that turns into rules.

Applied Proposed

Sage and stone, on the things the club actually prints

The scorecard, carrying the golf mark rather than the group lockup. Hole-by-hole yardages are left blank because they were not measured here. The four totals are: white 6,722, yellow 6,404, green 6,127, red 5,849.

The sign at the gate. Deep sage ground, the mark on its plate, and one line the club already writes. Vector artwork is needed before this can be made at any size.

Colour usage rules

Club Sage is the brand colour, not a text colour. Use it as a ground, a rule, a fill or a large heading. It fails on white at body size, so it never sets a paragraph.
Deep Sage is the default dark ground. It is Club Sage darkened until white type passes properly. Headers, footers, primary buttons.
Club Stone is a ground and nothing else. It fails on white and white fails on it. It is the weakest colour in the set and needs the most discipline.
Never set stone on sage. Measured at 1.11 to 1, the two brand colours are almost the same brightness and disappear into each other.
Ink carries every paragraph. Pale Stone alternates with white to break up long pages. There is no third tint.

The palette Measured

Every value, counted

Primary, counted from the club's own theme stylesheet

Club Sage

#74986A
116, 152, 106
24 / 0 / 30 / 40

70 uses, the most-declared non-neutral the club actually owns. Grounds, rules and large headings. Never body text.

Club Stone

#9D9684
157, 150, 132
0 / 4 / 16 / 38

24 uses. A ground only. It cannot carry text and text cannot sit on it.

Derived, because neither brand colour can carry text

Deep Sage

#485F42
72, 95, 66
24 / 0 / 31 / 63

Club Sage darkened until white type reaches 7.02:1. The default dark ground, used for every dark section on this page.

Link Sage

#607E58
96, 126, 88
24 / 0 / 30 / 51

Club Sage darkened to 4.54:1. Links and interaction on white.

Deep Stone

#7C7668
124, 118, 104
0 / 5 / 16 / 51

Club Stone darkened to 4.52:1. Captions, rules and secondary type on white.

Light Sage

#C5D4C0
197, 212, 192

Club Sage mixed 58 per cent to white. Links on dark grounds only, where it reaches 4.53:1.

Pale Stone

#C9C5BB
201, 197, 187

Club Stone mixed 45 per cent to white. The one pale ground, with ink type on it.

Not the club's, however loudly the stylesheet says otherwise

Plugin Purple

#18012C
24, 1, 44

111 uses, more than any club colour. It belongs to a page-builder add-on and appears in no mark, photograph or printed item.

Plugin Blue

#0056FF
0, 86, 255

56 uses, from the same add-on. Delete both from anything the club controls.

Builder default, saved as "primary"

#6EC1E4
110, 193, 228

The colour the page builder ships with, still sitting in the club's saved palette under the name primary.

Builder default, saved as "accent"

#61CE70
97, 206, 112

The matching factory accent. About twenty more colours have accumulated beside these two.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Warm Stone

#F4F3F0
244, 243, 240

Alternating section grounds.

Body Grey

#4B4B4B
75, 75, 75

Body copy, 8.72:1 on white.

Ink

#1B1B1B
27, 27, 27
0 / 0 / 0 / 89

20 uses in the club's own stylesheet. Headings and maximum-contrast text, 17.22:1 on white. Also the colour of all four marks.

Rule Grey

#E4E2DD
228, 226, 221

Borders and dividers.

Accessibility Measured

Contrast, measured not asserted

Contrast ratios calculated to WCAG 2.1 from the measured hex values. Body text needs 4.5:1; large text, meaning 24px or 18.66px bold and above, needs 3:1. Each row below is rendered in the actual colours.

Ink on white17.22:1Pass

Body Grey on white8.72:1Pass

Deep Sage on white7.02:1Pass

Link Sage on white4.54:1Pass

Deep Stone on white4.52:1Pass

Club Sage on white3.26:1Body fail

Club Stone on white2.95:1Both fail

White on Deep Sage7.02:1Pass

Light Sage on Deep Sage4.53:1Pass

White on Club Sage3.26:1Body fail

White on Club Stone2.95:1Both fail

Club Stone on Club Sage1.11:1Both fail

The three hard rules this produces

Club Sage #74986A fails for body text, at 3.26:1 both on white and under white. It is a ground, a rule, an icon and a large-heading colour. Never a paragraph, never small print, never a caption, never a link at body size.

Club Stone #9D9684 fails in both directions, at 2.95:1. Nothing readable sets on it and it sets on nothing. It is a ground, a photographic mount and a print stock, and that is all.

Club Stone on Club Sage is 1.11:1, which is very close to invisible. The club's two brand colours are almost identical in brightness, so they must never be used as figure and ground together, in any direction, at any size.

Display type Proposed the recommended tagline, decision 4

Libre Caslon Display, standing in for a display serif the club has not yet chosen. The club currently has no tagline at all.

Typography Measured

Decision 7

The site loads its type from Google Fonts, with no Adobe kit of any kind. The two faces doing the work are Playfair Display, declared 60 times, and Montserrat, declared 91 times across two stacks. A third face, Ovo, and a script called Allison are also loaded, along with Poppins at 22 uses and a webfont named Gotham Light. That is six text faces on one website.

Playfair Display and Montserrat are both free, open-licensed and available to anyone, so there is no licensing obstacle to print work. Do not substitute Lato or Open Sans for Montserrat, and do not let a designer quietly swap Playfair Display for Georgia. The two the club already owns are a workable pairing; the problem is the four extra.

Problem · six faces, and the marks use none of them

Playfair Display, Montserrat, Ovo, Poppins, Allison and Gotham Light are all loaded. Every extra face costs load time on a site already carrying more than five megabytes of homepage. More importantly, none of the four marks is set in any of them. The BAWBURGH wordmark is a wide, very light geometric sans that Montserrat does not match, so the logo and the page headings do not look related.

The typographic gap, and this page as the argument

The club's real opportunity is the opposite of most clubs'. It does not need to add a serif, it already has one. It needs to cut to two faces and give each a job: a display serif for headlines, covers, menus and the wedding material, and one sans for every piece of interface and body copy. This page is set that way so the effect can be judged. Display type here is Libre Caslon, an English transitional face, standing in for a display serif the club has not chosen. Body copy is Montserrat, the club's own most-declared sans, loaded from Google Fonts.

AaDisplay, serif

AaEverything else, Montserrat

Display · Libre Caslon Display 400 · 56 to 72px · line-height 1.1

Everyone plays here

H1 · Libre Caslon Text 700 · 40 to 48px

Golfers of all abilities welcome

Body · Montserrat 400 · 17px · line-height 1.6

Twenty-seven holes across two sites, a Toptracer range with twenty-eight covered bays, a restaurant open to everyone, and five rooms looking over the eighteenth. Green fees start at twenty-five pounds after four o'clock.

Label · Montserrat 600 · 13px · letter-spacing 0.06em

Book a tee time

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Libre Caslon	400	56 to 72px	1.1	Hero, brochure covers
H1	Libre Caslon	700	40 to 48px	1.15	Page titles
H2	Libre Caslon	700	30 to 34px	1.2	Section headings
H3	Libre Caslon	700	22 to 24px	1.3	Sub-headings
Body	Montserrat	400	17px	1.6	Paragraphs
Body large	Montserrat	300	20px	1.6	Standfirsts
Caption	Montserrat	400	14px	1.4	Photo captions
Label	Montserrat	600	13px	1.2	Buttons, tags. Uppercase, 0.06em

Typographic rules

Line length 60 to 75 characters. Body copy sits in a column, not edge to edge.
Sentence case for headings. Not Title Case, not ALL CAPS except on small labels and buttons.
Never centre a paragraph. Centre a heading if you like. Never a block of running text.
Never justify. It creates rivers at this line length.

Photography Measured

Decision 8

The club's photography is drone-led and technically clean. Keep the aerial work. These are the club's own originals, at full resolution, from its live pages.

Aerial view of the course: parallel fairways divided by belts of mature trees, greens and bunkers, with the clubhouse at lower right — The whole routing in one frame, with the clubhouse at lower right. This is the picture that explains the place, and it is the only one that does.

Measured Both aerials come from a shoot on 17 May 2024, flown on a DJI drone, and the filenames show they were taken at 12:44 and 12:45. That is the reason the light is flat and the shadows are directly underneath. They are useful and they are not golden hour, and no one should describe them as such.

Aerials for structure. The tree corridors, the two courses and the two sites only make sense from the air.
Greens and stone dominate the frames, which is the argument for the sage and stone palette rather than against it.
Wide skies, high horizon. The land is gently rolling, so the horizon sits high and the ground fills the frame. That is the opposite of a links look and it should not be faked.
Shoot early or late from now on. Every existing frame is midday.

The gap · there are no people, and there are no golfers

The club's own strongest asset, on its own reviews, is the welcome. Not one image in the set contains a person. Worse, for a golf club, not one contains a golfer. The only mark in the family that shows people is the Norwich Family Golf Centre silhouette, and it is not used anywhere. Commission a second bank: four-balls on the first tee, a Toptracer bay with a family in it, juniors being coached, the carvery at one o'clock on a Sunday, a wedding party on the terrace, staff behind the bar. Working ratio: 60 per cent landscape, 40 per cent people.

Provenance worth knowing

The two aerials are filed under Core-Recruit-_-Bawburgh-Golf, which suggests they were shot for a recruitment project rather than for marketing. They are the best images the club has and they were a by-product.

What to avoid

Stock photography of golfers who are obviously not at this course
Anyone in frame breaking the dress code that applies on the eighteen
Grey, flat, overcast light. If the weather is poor, do not shoot
Any more midday aerials. There are enough
Photographs of empty rooms on the weddings pages. An empty function room sells nothing
A competing logo in frame. Equipment brands on range bays, bag tags or flags are cropped out or the frame is not used

In use Proposed

The brand on the things the club sends

Golfers of all abilities welcome

Book a tee time

Ring us

Website

Header: white ground and the mark for the business the page belongs to. Golf pages carry the golf mark, range pages the centre mark, wedding pages Glen Lodge. The group lockup belongs on the homepage and on corporate material only.
Hero: full-bleed photograph with a Deep Sage overlay at 40 to 50 per cent, so white headline type clears 4.5:1. Never a video background on mobile.
Primary button: Deep Sage fill, white label, 8px radius, 16px by 32px padding. Hover to Link Sage.
Secondary button: transparent fill, 2px Deep Sage border, Deep Sage label. Hover to a Deep Sage fill.
Links in body copy: Link Sage, underlined. Never Club Sage, which fails at body size.
Section rhythm: alternate white and Warm Stone, 80px vertical padding on desktop and 40px on mobile.
Every page ends with a way to act, and the action matches the business: book a tee time, book a table, book a bay, or enquire about a date.

Chris Ingram

Golf Director

01603 740404 · bawburgh.com

Bawburgh Golf Club
Marlingford Road, Bawburgh, Norwich, Norfolk NR9 3LU

The card carries the golf mark, not the group lockup. The reverse would use a reversed mark, which does not exist as a file yet, so the plate stands in.

Business cards

85 × 55mm. The mark for that person's business, name and role on the front, ink on white. Reverse in solid Deep Sage with the mark reversed and the address in Pale Stone. Uncoated stock, 350gsm minimum. One card design, four marks.

25mm 60mm · body copy starts here

9pt

Glen Lodge Bawburgh Ltd · Marlingford Road, Bawburgh, Norwich, Norfolk NR9 3LU · 01603 740404 · bawburgh.com

Letterhead

The group lockup top-left at 45mm wide, the legal entity and address at the foot in 9pt Body Grey, a 1px Club Sage rule across the bottom. Body copy starts 60mm from the top. Letterhead is the one place the company name belongs.

Twenty-seven holes, a Toptracer range and a wedding venue, on one family's land.

Bawburgh Golf Club

Presentations

16:9. Deep Sage title slides with the mark reversed, white content slides. Titles 30pt in Libre Caslon Text 700, body 18pt Montserrat minimum and never below 16pt. No more than 30 words to a slide.

Menu cover

Pale Stone stock, the Glen Lodge script centred, the display serif for the title and Montserrat for everything under it. No dishes or prices are shown because none were measured for this document.

Krissy Wright

Business Director

Bawburgh Golf Club
Marlingford Road, Bawburgh, Norwich, Norfolk NR9 3LU
01603 740404 · bawburgh.com

Email

The mark on white, left aligned, 180px wide. No photograph in the header. Body set in Arial, since Montserrat will not render in most email clients: 16px, #4B4B4B, left aligned, single column, 600px wide.

Name in Deep Sage weight 600, role in Body Grey, the rest in Body Grey at 14px, the mark above the name. No quotations, no legal boilerplate longer than the signature, and no green "think before you print" line.

Social media

Avatar: all four marks are horizontal and none works in a circle. A square icon is needed, and until it exists the least-bad option is the ruled rectangle from the golf mark, cropped square.
One account per business, and the website must link to each of them. Today every page links only to the golf accounts, so the range and the wedding venue are starved by their own website.
Post mix: roughly a third course and range condition, a third people, meaning juniors, sections, staff, families and couples, and a third what is bookable this week.
Hashtags: a maximum of three, and they should be real. #BawburghGolfClub #NorwichGolf #NorfolkGolf.
Never post a grey-sky photograph. Hold it until the light is right.

Print

Item	Specification
Scorecards	Deep Sage and white, carrying the golf mark, not the group lockup. Yardages for all five sets of tees in one legible table.
Signage	Vector artwork only, which does not yet exist. Two sites means two sets: the golf mark at Marlingford Road, the centre mark at Dunham Road. Deep Sage ground with the mark reversed reads best at distance and at dusk.
Range and bay graphics	The centre mark, which is the only one in the family with people in it. It is also the only mark that tells a passing family the place is for them.

Brand don'ts, the one-page checklist

Never put the group lockup on a golf, range or wedding page. Use that business's own mark
Never enlarge a raster mark for print. Commission vector artwork first
Never place the JPEG logo on a photograph or a colour. It carries a white box
Never set Club Sage #74986A as body text. It fails on white and under white, at 3.26:1
Never set Club Stone #9D9684 as text at all, and never set text on it. It fails both ways
Never put Club Stone next to Club Sage as figure and ground. Measured at 1.11:1
Never use a colour outside the palette above, and never the page builder's saved defaults
Never load a sixth typeface. Two are enough and six are already loaded
Never use Title Case or ALL CAPS for headings, except on small labels and buttons
Never write stunning, fantastic, first class, picturesque, magical or unforgettable
Never use an em-dash, and never more than one exclamation mark in a social post
Never publish a grey-sky or flat-light photograph, and no more midday aerials
Never show an empty room on the weddings pages
Never leave a stock icon in the browser tab

How we speak

The club sounds like the family that runs it: plain, warm, unbothered about status, and willing to tell you the price before you ask.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Casual on the range and in the restaurant, a step more formal on membership and weddings. Never stiff anywhere.
Serious to playful	Mostly serious, with room for dry warmth. Never jokey.
Reserved to enthusiastic	Warm, and evidenced. Enthusiasm is earned with a fact, not asserted with an adjective.
Ornate to plain	Plain, always.

The voice, in seven lines Proposed

Nothing here is an adjective. One line is a tagline the club has not yet chosen (decision 4). The rest are things that are true on a Tuesday in February.

One family, since 1979.

Twenty-seven holes.

Everyone plays here.

Golfers of all abilities welcome.

The price is on the page.

Twenty-eight bays, floodlit until half past nine.

Ring us on 01603 740404.

Voice qualities Proposed

Five ways to tell it is us

1. Welcoming, not ingratiating

Golfers of all abilities are welcome, on either course. Book online, or ring us on 01603 740404.

Don't

We would be simply delighted to have the pleasure of welcoming you.

2. Specific, not superlative

Twenty-eight covered bays, floodlit until half past nine, with Toptracer in the bays nearest the shop.

Don't

Our stunning venue offers fantastic, first-class facilities.

3. Plain, not corporate

Eighteen holes is £55 on a weekday, or £25 if you go out after four.

Don't

A range of flexible tariff options is available to suit every requirement.

4. Confident, not boastful

The largest floodlit range outfield in Norfolk, at the Norwich Family Golf Centre.

Don't

One of the most picturesque wedding venues in Norfolk.

5. Human, not institutional

Ring Chris Ingram, our Golf Director, on 01603 740404, option 1.

Don't

Please contact the Golf Department for further information.

Vocabulary Measured the six live words Proposed the lists

stunningfantasticfirst classpicturesquemagicalunforgettable

All six are live on the club's own pages today. Stunning is the first word of the weddings headline and it also opens the golf courses page. They are what the site reaches for when it has run out of facts, and this club publishes more facts than any of its neighbours. Replace each one with the thing that made you want to use it.

We say

welcomeall abilitiesvisitorsmembersthe clubthe centreGlen Lodgetwenty-seven holespark and heathlandin conditionthe price isbook a bayfamiliesjuniorsour teamring ussince 1979

We don't say

stunning livefantastic livefirst class livepicturesque livemagical liveunforgettable livestate-of-the-artpremierluxuriousexclusiveunrivalledbespokenestleda hidden gemworld-classprestigiouselevatereach out

Writing style Proposed

House rules

British English throughout. Colour, organise, enquiry, programme, centre.
Oxford comma. Always.
Sentence length. Vary it. Average around 15 to 20 words. A short one lands.
Sentence case for all headings. Not Title Case.
No exclamation marks in club-published copy. One per social post at the absolute most.
No em-dashes. Use a comma, a full stop, or a colon.
Numbers. Spell out one to nine, numerals from 10. Always numerals for yardages, pars, handicaps, prices, dates and times: 6,722 yards, par 72, £55, 8.30am.
Dates. 3 September 2026, not 3rd Sept.
The names. Four businesses, four names, and they are not interchangeable. Bawburgh Golf Club for anything about golf, shortened to the club. Norwich Family Golf Centre for the range and adventure golf, shortened to the centre, never "NFGC" outward-facing. Glen Lodge for weddings, the restaurant and the rooms. Glen Lodge Bawburgh Ltd only on contracts, invoices and the letterhead. Bawburgh is pronounced Baw-borough, which is worth saying on the site, because visitors get it wrong.

Messaging Proposed

Decision 4

Four things, one welcome, since 1979.

Proposed The core message.

Value proposition

One Norfolk family has run this land since 1979. It now holds twenty-seven holes across two courses, a floodlit range with twenty-eight Toptracer bays, adventure golf, a sports bar, a restaurant open to anyone, five rooms and a wedding suite. You can play eighteen holes for £55, hit a hundred balls for £8.50, eat a carvery on a Sunday, or get married in April, and it is the same people looking after you either way. Golfers of all abilities are welcome, and so is everyone who has never held a club.

Tagline routes

Route	Line	Leans on
The welcome	Everyone plays here.	Friendliness is the club's highest-scoring attribute on both major review platforms
The range of it	Four things, one welcome.	No competitor within twenty miles does all four
The family	One family, since 1979.	Owner-run, three generations, and verifiable

Recommendation

Pick one and hold it for at least three years. Everyone plays here is the recommendation: three words, true of a beginner in a Toptracer bay and of the county amateur champion who is a member, and it is the one thing the club's own reviewers say over and over without being asked. It also works across all four businesses, which no course-specific line can do.

Key messages, with proof

Message	Proof
Nobody is in the wrong place here.	Friendliness scores 4.65 against a 4.3 overall on the deepest review platform, and it is the single most repeated thing golfers write about this club.
Four things on one estate.	Twenty-seven holes, a Toptracer range, adventure golf, a restaurant, five rooms and a wedding suite. No venue within twenty miles has the same combination.
It is a real test, at your length.	6,722 yards off the white to par 72, with tees at 6,404, 6,127 and 5,849, and a 3,154-yard nine at Easton for a shorter round.
You do not have to join to play.	Both courses are open to visitors, booked online seven days ahead, with a relaxed dress code on the nine.
And joining is not a cliff edge.	Full seven-day membership is £1,300 with a £400 joining fee, but there are thirteen categories from £125 to £2,450, including a pay-as-you-play points membership and a nine-hole membership from £650.
The price is on the page.	Green fees by time band, every membership category, range balls and wedding packages to 2027 are all published. Four of the nearest competitors publish none of that.

Audience angles

Audience	Lead with	Do not lead with
Prospective members	Choice and welcome. Thirteen ways in, including points and nine-hole, and people who will play with you when you arrive.	Yardage
Visiting golfers	Condition and access. The greens are the strong bit, you can book online, you are welcome today.	Club history
Societies	A named person and what is included. £65 a head for forty or more, with the day built around your group.	Anything that implies a queue
Families and beginners	You do not need to be a golfer. Twenty-eight bays, Toptracer games, adventure golf and a sports bar, all at Easton.	Handicaps, etiquette or dress
Weddings	Exclusive use of the whole place, from ten in the morning until midnight, with the Yare Valley out of the window.	Bedroom count, where five cannot compete

Contacts and assets

Brand guardian: Krissy Wright, Business Director. All brand decisions, all approvals, and any exception to this document. The club appointed a marketing coordinator in September 2026 and day-to-day application should sit with them.

The company, and this documentRobert Barnard, Managing Director01603 740404
Business, brand and marketingKrissy Wright, Business Director01603 740404
Operations, and both sitesJamie Goose, Operations Director01603 740404
Golf, membership and societiesChris Ingram, Golf Director01603 740404, option 1
Weddings, events and hospitalityBeckiee Turner, Hospitality Director01603 740404, option 2
The golf centre and the rangeLiam White, Golf Centre Manager01603 747966
The coursesShaun Manser, Head Green Keepervia the golf office
Coaching, fitting and the shopPeter Field, Rob Wilkinson and Jasmine Campbell, PGA Professionals01603 747966
CateringJess Arbon, Head Chef, and Lou Clements, Hospitality Managervia Glen Lodge

Club details for all published material

Bawburgh Golf Club and Glen Lodge
Marlingford Road, Bawburgh, Norwich, Norfolk NR9 3LU · 01603 740404
Norwich Family Golf Centre
Dunham Road, Easton, Norwich, Norfolk NR9 5GA · 01603 747966
bawburgh.com · Glen Lodge Bawburgh Ltd, company 05596446

Asset location · to be established

There is no central store of brand assets. Three of the four marks exist only inside a single composite PNG in an uploads folder, the fourth is a JPEG, and there is no vector master of anything. Cutting the four marks into their own files, in positive, reversed and single-colour versions, then putting them in one shared folder alongside the photography library and this document, should be the first action taken from these guidelines.

Open decisions

Nine things only the club can settle

These cannot be settled without the club, and each one blocks something downstream.

1
Put each business's own mark on its own pages
The golf, centre and Glen Lodge marks already exist, drawn to match. Every page currently shows the group lockup instead, so a golfer reading the green fees sees the wedding venue's name. This is a file swap, not a commission.
Business Director
2
Commission vector artwork, SVG and EPS, for all four marks
Two raster files is the whole library, and one of them is a JPEG. No signage, apparel or large print can be produced until this exists.
Business Director
3
Separate the roundel from the wordmark in the master lockup
The hairline circle currently runs through the B of BAWBURGH, and it is already close to dropping out at the size the website serves.
Business Director
4
Choose one tagline and hold it
Recommendation: Everyone plays here. The club has no tagline at all today.
Board
5
Settle sage and stone as the palette, and delete the rest
The two most-used colours on the website belong to a plugin, and the saved palette still holds the page builder's factory defaults labelled primary and accent, plus about twenty more.
Board
6
Accept that neither brand colour can carry text
Club Sage fails at 3.26:1 and Club Stone at 2.95:1. Either adopt the darkened versions in this document for type, or accept that the brand colours are grounds only.
Board
7
Cut six typefaces down to two, and approve the display serif
Playfair Display, Montserrat, Ovo, Poppins, Allison and Gotham Light are all loaded, and none of them matches the wordmark.
Business Director
8
Commission people photography
Not one image in the club's own library contains a person, and none contains a golfer, while the club's strongest asset in its own reviews is the welcome.
Business Director
9
Confirm the mission, values and voice
They are inferred from the club's own writing and its own reviews, not supplied by the club.
Board

Brand guidelines

The club

Mission

Vision

Say the price

Welcome first

Family before formality

Look after the ground

Answer the question

How we look

Use this on golf

Use this on the range

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: the conflict, first

Sage and stone, on the things the club actually prints

Colour usage rules

Every value, counted

Primary, counted from the club's own theme stylesheet

Derived, because neither brand colour can carry text

Not the club's, however loudly the stylesheet says otherwise

Neutrals

Contrast, measured not asserted

Hierarchy Proposed

Typographic rules

What to avoid

The brand on the things the club sends

Website

Business cards

Letterhead

Presentations

Menu cover

Email

Social media

Print

Brand don'ts, the one-page checklist

How we speak

Five ways to tell it is us

1. Welcoming, not ingratiating

2. Specific, not superlative

3. Plain, not corporate

4. Confident, not boastful

5. Human, not institutional

House rules

Value proposition

Tagline routes

Key messages, with proof

Audience angles

Club details for all published material

Nine things only the club can settle

Put each business's own mark on its own pages

Commission vector artwork, SVG and EPS, for all four marks

Separate the roundel from the wordmark in the master lockup

Choose one tagline and hold it

Settle sage and stone as the palette, and delete the rest

Accept that neither brand colour can carry text

Cut six typefaces down to two, and approve the display serif

Commission people photography

Confirm the mission, values and voice