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

A first draft, worked out from the club's own website. Nothing in it is decided.

Video placeholder · still photograph

One family, four businesses.

One logo for all of them.

Before you start

This is a first draft, not a finished set of brand guidelines. Nobody handed us a brand book, so we worked one out from what you already have: we read your website, took the exact colours and fonts out of the code behind it, and sampled your logo artwork pixel by pixel. Everything about colour, type and fact is measured from the website, and you can check any of it today. Everything about voice, values and messaging is a proposal, drawn from how the club already writes about itself, and it needs you to say yes or no to it. Where this document says something is missing, it means we could not find it on the website: it may well exist in a drawer or with whoever designed it, and the first job is to ask. Where a word is unavoidably a designer's word, it is explained the first time it appears. Nothing here has been approved by the club.

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 logos. 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 logo 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 logo Measured

There is no crest. The logo is two things locked together: a hairline ruled circle holding Glen Lodge in a script, beside BAWBURGH in wide, very light capitals. Two files of it are published on the website, and those two are all we have seen. 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 of those two can be enlarged past about the size of a business card without breaking up. Whether the original artwork still exists, with whoever drew it, is the first thing to ask.

How we look

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

Glen Lodge BawburghThe group logo. The only one the website uses, on every page.

Bawburgh Golf ClubDrawn. Never used on the website.

Glen LodgeWeddings, restaurant, rooms. Drawn. Never used.

Norwich Family Golf CentreThe range, Toptracer, adventure golf. Drawn. Never used, and the weakest of the four.

The logos Measured

Decision 1 and 2

The club has four logos, drawn as one family and held together on a single artwork sheet on its own server. A group logo, 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 logo already exists

Every page of the club's website, including the golf pages and the membership page, carries the Glen Lodge Bawburgh group logo. A golfer looking at the green fees sees the wedding venue's name above the heading. Meanwhile a proper BAWBURGH GOLF CLUB logo, and a NORWICH FAMILY GOLF CENTRE logo, 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 logo

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 logo in the family that shows people, which is exactly what the range needs. It is also the weakest drawn of the four, see the note below. Unused on the site.

Centre logo

Problem · the centre logo is four stock silhouettes, not a family

Look at it closely and the four figures are four separate silhouettes placed in a row, not one family. They are in different styles and at different levels of detail, there is a stray tee and ball orphaned under the second child, and the one adult who is not playing is the one holding the flag. The club shafts and the flagpole are hairlines: at 120px wide the figures start to thin, and at 64px, the size of a social avatar or a small sign panel, they are an unreadable smudge while the lettering underneath is still fine. It is also the only one of the four with a picture in it, so it does not sit with the other three. Keep the idea, because a family is the right thing to show, but the figures need drawing again as one group, in one style, at a weight that survives being made small. That is part of decision 2.

Problem · the browser tab is a stock icon

The small icon in the browser tab, on every page, is noun-golf-ball-589751, a generic golf ball bought from a stock icon library. Four logos exist and none of them is in the tab. The icon that appears when someone saves the site to their phone home screen is the same golf ball.

Problem · the circle runs through the B

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

What the website publishes, and what it does not

Logo	Purpose	Largest file	Status
Group logo, 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
Scalable artwork (SVG / EPS)	Signage, flags, embroidery, large print	none	Not on the website
White version, one file per logo	On photographs and dark backgrounds	one composite only	Not on the website
Browser tab icon	Browser tab, bookmarks, phone home screen	512 × 512 PNG	A stock golf ball

The blocker · the logos cannot be made any bigger

Two fixed-size picture files are everything the website serves. The header logo is a JPEG, so it comes with a solid white box around it and can only ever sit on white, never on a photograph, a colour or a dark background. The only see-through version is white-only, so it cannot sit on white. Neither can be made bigger without going fuzzy, which is why no sign, flag, embroidered shirt or anything printed larger than a business card can be produced from what is on the website today. All four logos need redrawing as artwork that can be scaled to any size without losing quality (a designer or printer will call these SVG and EPS files), in a dark version, a white version and a single-colour version.

Breathing room, and how small it can go Proposed

Leave an empty margin on all four sides of the logo at least as deep as the height of a capital B in BAWBURGH. Nothing sits inside that margin: no words, no lines, no edge of a photograph, no second logo. Inside the group logo itself, the circle and the word BAWBURGH need separating so the circle no longer touches the B.

Context	Minimum	Note
Group logo, print	45mm wide	Scalable artwork only. The hairline circle breaks up below this
Group logo, screen	220px wide	Below this the script closes up and the circle drops out
Golf logo, screen	160px wide	The most robust of the four. Letterspacing survives
Any logo, 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.

On site today Measured

The logos are already out there, on the staff

Three crops from the club's own photographs on its team page and homepage. The website never shows the golf logo or the centre logo, but the golf director wears both, and the group logo and the Glen Lodge script are on the bar and the tables.

The golf logo, embroidered. Chris Ingram, Golf Director, in his team-page portrait: the ruled BAWBURGH GOLF CLUB rectangle stitched in white on a grey jumper, and the Norwich Family Golf Centre figures on the left sleeve. Two of the logos the website never uses are already on the staff, and both read at a few centimetres wide in thread.

A dark name badge on a black jacket reading BAWBURGH beside the Glen Lodge script, with the name Lou and Hospitality Manager below — **The group logo, on a badge.** Lou Clements, Hospitality Manager: a dark name badge carrying the Glen Lodge script and BAWBURGH, the group logo the website uses on every page.

A restaurant table with a hexagonal table number, salt and pepper mills, and a black and gold card for a Roaring 20s Summer Ball under the Glen Lodge script — **The Glen Lodge script, on a table card.** From the homepage: a card for a past Roaring 20s Summer Ball, black and gold, with the Glen Lodge script at the head. Event material is drawn in its own colours, outside the sage and stone.

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 logo, 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 logos.

Rule Grey

#E4E2DD
228, 226, 221

Borders and dividers.

Accessibility Measured

Contrast, measured not asserted

Contrast is how easily text stands out from whatever sits behind it. Get it wrong and older eyes, and anyone reading on a phone in sunlight, simply cannot read the page. These are measured against the international accessibility standard that websites are held to (WCAG 2.1), using the club's own colour values. Normal body text needs a ratio of at least 4.5 to 1; large text, meaning 24px, or 18.66px if it is bold, needs 3 to 1. Every row below is printed in the actual colours, so you can judge it with your own eyes as well.

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

Playfair Display, the club's own headline face. 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 site already uses are a workable pairing; the problem is the four extra.

Measured On the homepage on 6 October 2026, only the headline was Playfair Display. The navigation, the subheading under it and the buttons were set in Ovo, read from the browser's computed styles. So the second face a visitor actually sees today is one of the four extras.

Problem · six faces, and the logos 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 logos is set in any of them. The word BAWBURGH is drawn in 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. A serif is a font with small strokes on the ends of the letters, the kind used on a newspaper masthead; a sans has none, which is what most websites and signs use. The club needs to cut to two fonts and give each a job: a serif for headlines, covers, menus and the wedding material, and one sans for everything you read in a block, on screen and on paper. This page is set that way so the effect can be judged, in the club's own two faces, both loaded from Google Fonts: Playfair Display for headlines and display lines, and Montserrat, the club's most-declared sans, for everything you read in a block.

AaHeadlines, Playfair Display

AaEverything else, Montserrat 400

Display · Playfair Display 400 · 56 to 72px · line-height 1.1

Everyone plays here

H1 · Playfair Display 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	Playfair Display	400	56 to 72px	1.1	Hero, brochure covers
H1	Playfair Display	700	40 to 48px	1.15	Page titles
H2	Playfair Display	700	30 to 34px	1.2	Section headings
H3	Playfair Display	700	22 to 24px	1.3	Sub-headings
Body	Montserrat	400	17px	1.6	Paragraphs
Body large	Montserrat	300	20px	1.6	Intro paragraphs
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 logo 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

Six pieces the club actually uses, drawn at their real proportions in the club's own two typefaces and built from the club's own photographs. Each carries the logo of the business it belongs to. Every fact on them is from the club's website or its own scorecard. Only the website itself is measured; the rest is proposed.

Before you play

Tailored shorts or trousers, no jeans or tracksuits. Golf shirts with a collar. Golf shoes must be worn.

Blue marker posts are 150 yards to the centre of the green.

Flags: white at the back of the green, yellow in the middle, red at the front.

Golf office, every day, 7am to 5pm
01603 740404, option 1

Scorecard

Par 72 · 6,722 yards

Marlingford Road, Bawburgh, Norwich NR9 3LU

OutHoles 1 to 9

Hole					Par	S.I.
1	318	303	296	288	4	8
2	136	123	111	111	3	18
3	551	522	496	412	5	4
4	459	436	346	346	4	2
5	557	531	521	456	5	10
6	349	330	324	320	4	16
7	186	177	164	164	3	12
8	327	311	281	281	4	14
9	383	371	362	362	4	6
Out	3,266	3,104	2,901	2,740	36

White6,722

Yellow6,404

Green6,127

Red5,849

PlayerDate

InHoles 10 to 18

Hole					Par	S.I.
10	558	553	553	464	5	5
11	381	358	348	340	4	11
12	226	206	196	186	3	15
13	514	498	489	489	5	7
14	442	439	435	435	4	1
15	403	373	368	362	4	9
16	141	131	131	117	3	17
17	318	303	290	286	4	13
18	473	439	416	430	4	3
In	3,456	3,300	3,226	3,109	36
Out	3,266	3,104	2,901	2,740	36
Total	6,722	6,404	6,127	5,849	72

MarkerHandicap

Scorecard Proposed

A folded card, 110 × 160mm closed, carrying the golf logo rather than the group logo. Outside, the cover in Deep Sage with the logo in white, and the back in Pale Stone. Inside, all 18 holes off the White, Yellow, Green and Red tees, copied from the club's own 2019 scorecard, which adds up to 6,722, 6,404, 6,127 and 5,849 yards. Par and stroke index are the men's; the club's card prints the ladies' par of 74 and their own stroke indexes in a second column, which this drawing leaves out for width. The courses page gives the 17th as 312 yards; the card gives 318, which is the figure that makes 6,722.

Aerial view of two parallel fairways separated by a belt of pines, with fairway bunkers and a pond — Membership brochure Proposed
A4, carrying the golf logo. The cover is the club's own aerial of two fairways and a pine belt over a Deep Sage panel; the line under the title is the club's own description of full membership. The inside page uses the membership page's figures: booking 14 days ahead, 15 per cent off food and drink, both courses, and four of the club's twelve categories from £900 to £1,300. Both aerials are midday frames, the best the club has until it shoots early or late, as the photography rules above ask.

A golfer mid-swing in a covered range bay, a Toptracer screen beside him and the outfield beyond — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to, one per business, each with that business's own logo. The range, with the centre logo: a Toptracer bay for 30 minutes and 50 balls at £8.50. Glen Lodge, with its script: the Sunday carvery, 12pm to 2pm, £18.95 for one course. The golf club, with the golf logo on the Pale Stone ground: £25 after 4pm on the 18-hole course, weekday or weekend. Every figure is from the club's own pages. The range frame is cropped to keep two drinks brands out of it.

Gravy poured from a jug over a plated roast with roast potatoes and cauliflower cheese — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to, one per business, each with that business's own logo. The range, with the centre logo: a Toptracer bay for 30 minutes and 50 balls at £8.50. Glen Lodge, with its script: the Sunday carvery, 12pm to 2pm, £18.95 for one course. The golf club, with the golf logo on the Pale Stone ground: £25 after 4pm on the 18-hole course, weekday or weekend. Every figure is from the club's own pages. The range frame is cropped to keep two drinks brands out of it.

The same homepage at 390 pixels wide — The website Measured
The club's site as it stands, captured on 6 October 2026 at 20:47 UTC, 1440 and 390 pixels wide. The group logo heads the golf club's own homepage. The headline is Playfair Display; the navigation, the subheading and the buttons are Ovo, one of the four extra faces, not Montserrat. The other pieces on this page are drawn the way the site would look with one logo per business and two faces.

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

Glen Lodge Bawburgh Ltd · Company no. 05596446bawburgh.com

Chris IngramGolf Director
01603 740404, option 1
info@bawburgh.com

Letter and card Proposed

A4 letter and an 85 × 55mm card. The letter is the company's, so it carries the group logo, with the legal name and company number at the foot over a Club Sage hairline. Body lines are placeholders. The card is the golf director's, so it carries the golf logo, ink on white, and white on Deep Sage on the back. The team page routes Chris Ingram's contact link to info@bawburgh.com, so that is the address on the card.

2100

Golf
Glen Lodge
The Woodlands

Golfers of all
abilities welcome

1200

Deep Sage, the panel
White, the logo and the three destinations, cut vinyl
Light Sage, the rule and the welcome line
Plinth, 1375mm wide, set in the verge

Entrance sign Proposed

Drawn to scale at 1:12.5, in millimetres, for the Marlingford Road gate: the golf logo, then the three things on that site. The colours have no paint references yet; match them to the hex values until the club chooses some. There is no photograph of the entrance in the club's bank, so the sign is drawn, not put into a picture. It needs the scalable artwork from decision 2 before it can be made.

Social media

Avatar: all four logos 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 logo, 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 logo, not the group logo. Yardages for all four tees in one legible table, with the men’s and the ladies’ par and stroke index.
Signage	Scalable artwork only, which we have not seen. Two sites means two sets: the golf logo at Marlingford Road, the centre logo at Dunham Road. A Deep Sage background with the white version of the logo reads best at distance and at dusk.
Range and bay graphics	The centre logo, once its figures have been redrawn: as it stands they do not survive at sign size. It is the only one in the family with people in it, and the only logo that tells a passing family the place is for them.

Brand don'ts, the one-page checklist

Never put the group logo on a golf, range or wedding page. Use that business's own logo
Never blow up a fixed-size logo file for print. Get the scalable artwork drawn 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 add a sixth font. 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 a long dash, the one that is longer than a hyphen. Use a comma or a full stop. 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 family golf 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 long dashes, the ones longer than a hyphen. 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 family golf centre, never "the centre" or "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 files

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

Where the artwork lives · to be established

We could not find one place where the brand files live. On the website, three of the four logos exist only inside a single combined picture file in an uploads folder, the fourth is a JPEG, and no scalable version of anything is published. If the original artwork exists somewhere else, with whoever drew it, collecting it is the first job; if it does not, drawing it is. Either way, the four logos should end up as their own files, each in a dark, a white and a single-colour version, in one shared folder alongside the photography and this document.

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 logo on its own pages
The golf, centre and Glen Lodge logos already exist, drawn to match. Every page currently shows the group logo 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
Get all four logos redrawn so they can be used at any size
Two fixed-size picture files are all the website serves, and one of them is a JPEG. If the original scalable artwork exists with whoever drew the logos, it needs collecting; if not, it needs drawing. Either way no signage, clothing or large print can be produced until the club has it. The centre logo also needs its figures redrawn, not just converted.
Business Director
3
Separate the circle from the word BAWBURGH in the group logo
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 fonts down to two
Playfair Display, Montserrat, Ovo, Poppins, Allison and Gotham Light are all loaded, and none of them matches the lettering in the logo. Keep Playfair Display for headlines and Montserrat for everything else, the way this page is set.
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 the website publishes, and what it does not

Breathing room, and how small it can go Proposed

Colour: the conflict, first

The logos are already out there, on the staff

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

Before you play

Scorecard Proposed

Two courses, one membership

Membership brochure Proposed

Social posts Proposed

The website Measured

Letter and card Proposed

Entrance sign Proposed

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 logo on its own pages

Get all four logos redrawn so they can be used at any size

Separate the circle from the word BAWBURGH in the group logo

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 fonts down to two

Commission people photography

Confirm the mission, values and voice