Broadstone Golf Club
ContentsClose

The club

How we look

How we speak

Coda

A green cut into heather with white-sand bunkers, a stand of Scots pines on the skyline and high cloud in a blue sky

Broadstone Golf Club · Dorset · Founded 1898

Brand guidelines

Scroll to explore

Video placeholder · still photograph

Braid and Taylor opened it.

The members own it.

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.

Drone view straight down a fairway through heath and woodland, bunkers short of the green, the town and a hazy horizon beyond

The club

A future Prime Minister and two Open Champions played the first match in 1898. Harry Colt made it all heathland. In 1971 the members bought it for £18,000. Same course, same heather, and that is the whole proposition.

The story in one paragraph Measured

Broadstone Golf Club was founded in 1898 by Lord Wimborne, who set out its rules at Broadstone School on 18 June 1898. It was called The Dorset Golf Club, the course was The Broadstone Links, and Tom Dunn laid it out. It opened on 16 November 1898 with a foursome: A J Balfour, soon to be Prime Minister, and J H Taylor beat John Penn MP and James Braid 4 and 3. From 1914 Harry Colt laid new holes through the heath from the 5th tee to the 16th green, finishing in 1922 with the par 3 6th, and the course became entirely heathland. Bernard Darwin called it the Gleneagles of the South. In 1971 Ellen Toley sold the course and clubhouse to the members for £18,000, and they have owned it ever since. Heritage on its own sounds like every heathland club in the south. A protected landscape on its own sounds like a nature reserve. Together they describe a member-owned Colt heathland, nearly three quarters of it a Site of Special Scientific Interest, that nobody nearby can copy.

The numbers Measured

  • 1898Opened on 16 November: Balfour and Taylor against Penn and Braid
  • 1922Colt's heathland redesign completed with the par 3 6th
  • 1971The members buy the course and clubhouse for £18,000
  • 6,419Yards, par 70, from the blue tees, added up from the 18 hole pages
  • 250Acres of heather, pine, gorse and rhododendron
  • 2005Upgraded to a Special Area of Conservation

Front nine 3,253 yards, par 36. Back nine 3,166 yards, par 34. The 7th is stroke index 1 at 422 yards, and the 9th is the longest hole at 510. White tees 6,393 yards and yellow 6,097, both par 70. Red tees 5,481 yards, par 72.

What the club stands for Proposed

Decision 9

Mission

To keep a member-owned Colt heathland in the condition its history and its protected land deserve, and to give every golfer who joins a full calendar of golf, coaching and company on it.

Vision

To be the club people mean when they say Dorset heathland, for members and for the visitors who travel to play it.

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

  1. 01

    Owned by the members

    Bought from Ellen Toley in 1971 for £18,000. The club is owned and run by its members, and the copy can say so.

  2. 02

    The heath comes first

    Nearly three quarters of the course is a Site of Special Scientific Interest, and a Special Area of Conservation since 2005. A course status line at the top of every page.

  3. 03

    Standards, kindly kept

    Visitors belong to a recognised club and hold a handicap certificate. No phones in the 19th bar, lounge or restaurant. Said plainly once.

  4. 04

    A busy club

    Well over 60 competitions a year, knock-outs and mixed events, inter-club matches, and a calendar of social events.

  5. 05

    One club, every section

    A Ladies section since April 1906, seniors, juniors, and pages for the Women in Golf Charter and Respect in Golf.

Brand personality Proud · Established · Welcoming · Sociable · Understated

Low sun on a green set below a heather bank, bunkers across the front, pines on the ridge above

Positioning Proposed

For established golfers in Dorset, and the visitors who travel to play its heathland, Broadstone Golf Club is the member-owned Harry Colt course that Bernard Darwin called the Gleneagles of the South: heather, pine and par 70 across 250 protected acres, with a clubhouse over the 18th green.

The Broadstone Golf Club crest in single-colour heather purple: a sprig of heather over a crossed iron and flagstick with a pennant, BROADSTONE above, GOLF CLUB below, EST. and 1898 either side

The crest Measured

The full-colour crest has white lettering, drawn for the purple header, so here it is the single-colour version that sits on the plate. The club already has that shape: it is the faint watermark tiled behind the login, members and booking pages. What it does not have is any of it as vector artwork. That is item 3 in the decisions.

How we look

A heather crest, a purple website, and a course that turns purple every August. The colour is already chosen. Nobody has written it down.

The crest Measured

Decision 3

The club's mark is a roundel badge: a sprig of heather in flower, purple with green foliage, over a crossed iron and flagstick carrying a red pennant; BROADSTONE arched above, GOLF CLUB below, and EST. and 1898 either side. The colours sampled from the header file are heather #9666A6, pennant red #D92540, foliage green #359A49, and a near-black outline, #121212. The heather is the charge, and it is the plant the course is famous for.

Good news · a single-colour version already exists

Most clubs have one logo file and a problem on dark grounds. Broadstone has a single-colour silhouette of the whole crest, tiled at 5 per cent opacity as the watermark behind the login, members, news and booking pages. At full strength it is clean at 700 pixels, which is the best artwork on the site. The same single-colour crest is already embroidered in white on the staff knitwear and etched into the clubhouse table numbers.

The full-colour Broadstone Golf Club crest with white lettering on heather purple

Full colour, for purple grounds

360 × 360px, transparent, white lettering. Served as logo-broadstone.png in the purple header of every page. Shown here on heather purple.

Primary crest
The single-colour Broadstone Golf Club crest in heather purple on white

Single colour, for light grounds and stitching

From the 700px page watermark bg-logo-broadstone.png, brought to full strength for this document. Purple on white, white on purple or a photograph.

Single-colour crest
Finding · the footer crest is a different file

The footer and the welcome panel use a third version, broadstone-ts.png, with black lettering on a white square. It is 120 × 124 pixels with no transparency, so it cannot sit on any colour but white and it is too small for print. The favicon is the crest at 25 pixels, where the lettering disappears.

What exists, and what is still missing

MarkPurposeLargest fileStatus
Full colour, white letteringPurple grounds and the header360 × 360 PNGExists, in use
Full colour, black letteringWhite grounds120 × 124 PNGToo small
Single colourEmbroidery, etching, one-colour print700 × 700 watermarkExists, faint
Vector master (SVG / EPS)Signage, flags, embroidery, large printnoneMissing
Favicon set16, 32, 180 and 512px25 × 25 PNGToo small
The blocker · there is no vector artwork

The largest full-colour crest on the site is 360 pixels. That is enough for a web header and nothing else: a flag, an entrance sign or a printed brochure cover will show the steps on every curve. The knitwear supplier and the glass engraver both worked from artwork for the single-colour crest, so ask them for it first. Then commission the crest redrawn as SVG and EPS, in full colour and in one colour, before any signage or large print.

Clear space and minimum size Proposed

Minimum clear space on all four sides equals the height of the word GOLF. Nothing sets inside that boundary: no type, no rule, no photograph edge, no second logo.

ContextMinimumNote
Full colour crest, print25mm wideVector artwork only
Full colour crest, screen80px wideBelow this EST. and 1898 break up
Single colour, screen32px wideAvatars and favicons

Colour Measured

Decision 1

Colour: two purples, first

The website and the crest use two different purples, and a pink sits on top of both. The site's own stylesheet sets one purple everywhere. The crest's heather is a lighter, bluer one. Underneath it all, the shared platform stylesheet carries a set of default colours nobody at the club chose. Counted from the stylesheets and sampled from the crest:

1 · The club stylesheet says

#6A4674Heather purple, 32
#280D2FAubergine overlay, 6
#FF6699Hover pink, 26
#B083BFFooter lilac, 4

2 · The crest says

#9666A6Heather
#D92540Pennant red
#359A49Foliage green
#121212Outline

3 · Left at the platform's defaults

#0088CCBlue, 22
#F89406Orange, 16
#4CAF50Cookie button green

Heather purple is the club's colour by a distance: links, buttons, the header bar and every coloured panel. The pink is the hover colour on every link and menu item, and it is the brightest thing on the page. The cookie banner, the first thing every visitor sees, is in the platform's green and blue.

Recommendation

Make heather purple #6A4674 the brand colour, aubergine #280D2F the dark, and light grey #F6F6F6 and white the grounds. That is what the site already does, and it is the colour of the course in August. Give pink one narrow job: a highlight on aubergine or a photograph, where it passes. The crest keeps its own heather, red and green, and they stay inside the crest. Restyle the cookie banner in purple.

On site today Measured

The crest is already in the clubhouse

Two of the club's own photographs show the crest in use, and both use the single-colour version, not the full-colour header file. One is etched into glass, the other stitched in white on navy. Navy is not in the website's palette. A third frame, a team photograph with a trophy, is not shown because a manufacturer's logo sits on the polo collars.

A glass table number etched with the Broadstone Golf Club crest above the words Table 2, on a clubhouse table by the window
Table number. The single-colour crest etched into glass above Table 2, from the clubhouse page.
A member of staff in a navy V-neck jumper with the crest embroidered in white on the chest, the course behind
Staff knitwear. The single-colour crest embroidered in white on a navy V-neck, from the staff portraits on the contact page.

Colour usage rules

  • Heather purple is the default colour. Headers, buttons, panels and the ground for signage.
  • Aubergine is the dark. Footers, photo overlays and the deepest panels. It is already the site's photo overlay.
  • Pink is a highlight, not a letter. On aubergine or a photograph only. Never as text on white or on purple.
  • Light grey and white are the grounds. Alternate them, with purple or grey type.
  • The crest is full colour on purple, single colour anywhere else. White on purple and photographs, purple on white, white stitched on navy for knitwear.

The palette Measured

Every value, counted

Primary

Heather Purple

#6A4674
106, 70, 116
9 / 40 / 0 / 55

32 uses. Links, buttons, the header bar and every coloured panel.

Aubergine

#280D2F
40, 13, 47
15 / 72 / 0 / 82

The photo overlay, at 80 per cent. Footers and the darkest panels.

Secondary

Highlight Pink

#FF6699
255, 102, 153
0 / 60 / 40 / 0

14 uses and 12 more at 70 per cent. The hover colour. On aubergine only.

Lilac

#B083BF
176, 131, 191
8 / 31 / 0 / 25

4 uses. Footer links. Large text only.

The crest, sampled from the header PNG

Crest Heather

#9666A6
150, 102, 166
10 / 39 / 0 / 35

The flowering heather. Inside the crest only.

Pennant Red

#D92540
217, 37, 64
0 / 83 / 71 / 15

The flag. Inside the crest only.

Foliage Green

#359A49
53, 154, 73
66 / 0 / 53 / 40

The heather's leaves. Inside the crest only.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground and type on purple.

Light Grey

#F6F6F6
246, 246, 246
0 / 0 / 0 / 4

Alternating section grounds.

Body Grey

#666666
102, 102, 102
0 / 0 / 0 / 60

16 uses. The body text colour.

Ink

#222222
34, 34, 34
0 / 0 / 0 / 87

17 uses. Maximum-contrast text.

Rule Grey

#DDDDDD
221, 221, 221
0 / 0 / 0 / 13

32 uses. Borders and dividers.

Footer Grey

#464646
70, 70, 70
0 / 0 / 0 / 73

The footer ground today. Aubergine does this job better.

To retire

Platform blue

#0088CC
0, 136, 204

22 uses in the shared Bootstrap stylesheet. Not a club colour.

Platform orange

#F89406
248, 148, 6

16 uses in the same file. Not a club colour.

Cookie green and blue

#4CAF50 · #1976D2

The cookie banner's buttons, on the first screen every visitor sees.

Accessibility Measured

Decision 2

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.

Heather purple on white7.66:1Pass
Body grey on white5.74:1Pass
Body grey on light grey5.31:1Pass
White on heather purple7.66:1Pass
White on aubergine17.66:1Pass
Pink on aubergine6.40:1Pass
Pink on white2.76:1Both fail
Pink on heather purple2.78:1Both fail
Lilac on heather purple2.50:1Both fail
Lilac on footer grey3.08:1Large only
Crest heather on white4.42:1Large only
White on pink2.76:1Both fail
The hard rules this produces, and a failure that is live today

Pink #FF6699 fails as text on white and on purple, at 2.76:1 and 2.78:1. It is the hover and focus colour on every link and every menu item, including the purple header, so the moment a visitor points at a menu item it becomes harder to read. That is a live accessibility failure, not a future risk. On light grounds, hover to aubergine or to the pink darkened by 30 per cent, #B2476B, at 5.24:1 on white Proposed. This page sets its own labels and numerals in that value for the same reason. Pink as type belongs on aubergine, where it passes at 6.40:1.

The footer lilac #B083BF fails as body text on the footer grey, at 3.08:1, and on purple at 2.50:1. Footer links in white pass on both.

The crest heather #9666A6 is not a text colour. At 4.42:1 on white it passes only for large type. Use heather purple.

Display type Proposed the recommended tagline, decision 4

Playfair Display, the club's own heading face, at 400.

Typography Measured

Decision 5

The site uses two faces, both from Google Fonts. Playfair Display sets the headings, 5 declarations, in roman and italic: the WELCOME panel and its Since 1898 line are both Playfair. Work Sans sets everything else, 15 declarations: body copy, navigation and buttons. The site loads Work Sans at two weights only, 400 and 700, and Playfair at 400 and 700 with italics.

Both are open-licensed under the SIL Open Font Licence, so there is no obstacle to print work. Do not substitute Didot or Bodoni for Playfair Display, or Helvetica for Work Sans. They are the faces each is most often swapped for, and swapping them in quietly changes the brand and, for Didot, adds a licence cost.

The typographic gap, and this page as the argument

Broadstone's problem is not a missing face. It has a good pair. The problem is that Playfair Display is a high-contrast display face: its thin strokes vanish below about 20 pixels and in light grey, so it belongs to headings and short lines only. The second gap is weight. With Work Sans at only 400 and 700, there is nothing between body copy and bold. Load 300, 500 and 600 as well. This page is set the same way so the effect can be judged: Playfair Display for headings and display lines, Work Sans for everything you read in a block, both loaded from Google Fonts.

AaHeadings, Playfair Display 400
AaEverything else, Work Sans 400

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

Unspoilt heathland since 1898

H1 · Playfair Display 400 · 40 to 48px

Welcome to Broadstone Golf Club

Body · Work Sans 400 · 17px · line-height 1.6

All visitors must be members of a recognised golf club and hold a current handicap certificate. County Cards are permitted during summertime on Tuesday and Thursday afternoons.

Label · Work Sans 600 · 13px · letter-spacing 0.06em

Book a tee time

Hierarchy Proposed

LevelFaceWeightSizeLine heightUse
DisplayPlayfair Display40056 to 72px1.1Covers, signs, the welcome panel
H1Playfair Display40040 to 48px1.15Page titles, sentence case
H2Playfair Display40030 to 34px1.2Section headings
H3Playfair Display italic40020 to 22px1.3Subheads, in heather purple
BodyWork Sans40017px1.6Paragraphs
Body largeWork Sans30020px1.6Standfirsts
CaptionWork Sans40014px1.4Photo captions
LabelWork Sans60013px1.2Buttons, 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. Capitals only in a display line such as WELCOME, or a small label.
  • Never set Playfair Display below 20px or in light grey. Its thin strokes disappear.
  • Never centre a paragraph or justify it. Centre a heading if you like.

Photography Measured

Decision 6

The club's photography is very good: dawn and dusk across the heath, Scots pine on the skyline, drone work over the fairways, and a professional set of the refurbished clubhouse. Keep all of it. It is the strongest part of the current brand. These are the club's own originals, taken from the website at full resolution, most of them 5,472 pixels wide.

Tall Scots pines beside a green with the flag in, a deer standing on the skyline to the right, under a deep blue sky
Scots pines beside a green, and a deer on the skyline to the right. Morning light, long shadow across the green. The wildlife is a fact of a protected heath, and the photographs can show it.
A pink and orange sky at dusk, mist lying on the fairway, a flag on the green and the brick clubhouse in the trees beyond
Dusk over the course, mist on the fairway and the clubhouse in the trees. The sky is the club's own pink and purple, which no palette chart can argue with.
Drone view straight down a fairway through heath and woodland, bunkers short of the green, the town and a hazy horizon beyond
From the air, each fairway runs on its own through the heath, which is what the homepage means by running freely and separately. Use it sparingly. It sells the site rather than the round.

Measured The homepage slider serves these photographs as cropped thumbnails, and the welcome panel carries the 120 pixel crest. One strong people frame, a team photograph with a trophy, is excluded from the brand set because a manufacturer's logo is on the polo collars, under the club's own rule below.

  • Low sun. First and last light across the heath, long shadows over the greens.
  • Heather in flower. Late summer purple in the foreground, the colour of the crest and of the website.
  • Scots pine on the skyline. The pines are the silhouette of the course.
  • Greens and bunkers, framed to the flag. The club's photographer already works this way.
The gap · the course and the rooms are covered, the people are not

The copy's argument is a busy social scene, a full competition calendar and a clubhouse worth staying for. The photographs show empty fairways and empty rooms. Nothing shows a four-ball on the 1st on a Saturday, a junior being coached, the terrace after a medal, or a dinner in the event suite. Commission a second bank in the same light, so the two read as one set. Working ratio: 60 per cent landscape, 40 per cent people.

What to avoid

  • Stock photography of golfers who are obviously not at this course
  • Anyone in frame breaking the club's own dress code
  • Grey, flat, overcast light. If the weather is poor, do not shoot
  • Over-sharpened, HDR-crunched landscapes with haloed tree lines
  • A competing logo in frame. Sponsors' boards, equipment brands and bag tags 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 typefaces and built from the club's own photographs. Every fact on them is from the club's website. Only the website itself is measured; the rest is proposed.

Before you play

Visitors must be members of a recognised golf club and hold a current handicap certificate.

Mobile phones are not used in the 19th bar, lounge or restaurant, and on the course only in an emergency.

Report to the pro shop on arrival.

Wentworth Drive, Broadstone, Dorset BH18 8DQ
01202 692595

Scorecard

Par 70 · 6,419 yards

Wentworth Drive, Broadstone, Dorset

OutHoles 1 to 9
HoleParS.I.ScorePts
1490490479516
240040038843
3374374355410
438338335446
5310310281418
6166161152314
742242241741
8198194183312
951051049158
Out3,2533,2443,10036

Blue6,419

White6,393

Yellow6,097

PlayerDate
InHoles 10 to 18
HoleParS.I.ScorePts
1040840536745
11174174167315
1235935935347
1344744243344
14365361341411
15196196175317
1642742740242
1741441239649
18376373363413
In3,1663,1492,99734
Out3,2533,2443,10036
Total6,4196,3936,09770
MarkerHandicap

Scorecard Proposed

A folded card, 110 × 160mm closed. Outside, the cover in heather purple with the white crest, and the back in pale lilac with the visitor rules from the club's own pages. Inside, all 18 holes from the club's hole pages: blue, white and yellow yardages, par 70 and stroke index. The red tees play par 72 over 5,481 yards with their own stroke index, so they belong on a second card.

The brick clubhouse from the 18th green, people on the terrace and balcony, heather beds in front

We love welcoming visitors

Green fees, November 2025 to October 2026

Visitor information

Green fees, 18 holes

1898founded

70par

6,419yards

Summer weekend£180Friday to Sunday, June to September 2026

Summer midweek£155Monday to Thursday, June to September 2026

Mid-rate£120April, May and October 2026

Winter midweek£85 · £100December to February · November and March

County Cards are accepted on Tuesday and Thursday afternoons in summer, £100. Buggies £30 a round.

Call the office 01202 692595
office@broadstonegolfclub.com
Drone view down a fairway through heath and woodland

Visitor brochure Proposed

A4. The cover is the club's own photograph of the clubhouse from the 18th green, over a heather purple panel carrying the visitors page's own opening line. Inside, the green fees exactly as the visitors page publishes them, in heather purple on light grey. Pink appears only as a rule, because it fails as text on light grounds.

A green cut into heather with a stand of Scots pines on the skyline

Founded 1898

Opened on 16 November 1898: A J Balfour and J H Taylor beat John Penn MP and James Braid, 4 and 3.

The clubhouse lounge with copper pendant lights and orange and grey chairs

The clubhouse

Over the 18th green. Straight off the course to the 19th spikes bar, no need to change.

A red flag on a green, bunkers and heather rising to pines behind

Summer midweek £155

Monday to Thursday, June to September. Ring the office on 01202 692595.

Social posts Proposed

Three posts at 4:5, the shape Instagram crops to. Each one is a fact from the club's site on the club's own photograph: the opening match of 1898, the clubhouse over the 18th green, and the summer midweek green fee. The single-colour crest stands in for the full-colour one, which loses its lettering at this size.

broadstonegolfclub.com
The Broadstone Golf Club homepage at 1440 pixels: a purple header with the crest in a roundel at the centre, a pine and heathland photograph under an aubergine tint, and a purple Book A Tee Time button
The same homepage at 390 pixels wide, the purple header, the photograph, and the WELCOME panel in Playfair Display on purple

The website Measured

The club's site as built, captured on 9 October 2026 at 11:02 UTC, 1440 and 390 pixels wide, after choosing Necessary only on the cookie banner. The crest in a roundel over the purple header, a tinted photograph, and one button, Book A Tee Time.

Broadstone Golf Club
Wentworth Drive, Broadstone
Dorset BH18 8DQ
01202 692595
gm@broadstonegolfclub.com

Broadstone Golf Clubbroadstonegolfclub.com

Jon DryGeneral Manager
01202 692595
gm@broadstonegolfclub.com

Letter and card Proposed

A4 letter and an 85 × 55mm card for Jon Dry, General Manager, from the contact page. The single-colour crest in heather purple, the address in Work Sans, and a pink hairline at the foot. Body lines are placeholders. The card's back is heather purple with the white crest.

2100

Clubhouse
Pro shop
Practice range

Visitors, please report
to the pro shop

1200
  • Heather purple, the panel
  • White, the crest and the three destinations, cut vinyl
  • Pale lilac, the visitors' line
  • Pink, one rule
  • Plinth, 1375mm wide, set in the verge

Entrance sign Proposed

Drawn to scale at 1:12.5, in millimetres. A heather purple panel, the single-colour crest in white, one pink rule, and the visitors page's own instruction in pale lilac. The club publishes no RAL or Pantone references, so the colours are matched from the hex values at proof. It needs vector artwork first (decision 3).

Website rules

  • Header: the full-colour crest on heather purple, as now, from a vector file rather than the 360px PNG.
  • Hero: full-bleed photograph, aubergine overlay at 30 to 50 per cent so white type clears 4.5:1. Lighter than today's, so the heather still reads purple.
  • Primary button: heather purple fill, white label. Hover to aubergine, not pink.
  • Secondary button: transparent fill, 2px heather purple border, heather purple label.
  • Links in body copy: heather purple, underlined. Hover to aubergine on light grounds.
  • Cookie banner: heather purple buttons, white labels, in place of the platform's green and blue.
  • Section rhythm: alternate white and light grey.
  • Every page ends with a way to act: book a tee time, send an enquiry, or ring the club.

Social media

  • Avatar: the single-colour crest, white on heather purple. The full-colour crest loses its lettering in a circle.
  • One name everywhere: the handles are broadstonegc on Facebook and X, broadstonegolf on Instagram, and broadstone-golf-club on LinkedIn. Display name on all four should read Broadstone Golf Club.
  • Post mix: roughly a third course condition and photography, a third club life meaning results, sections and socials, and a third visitor, society and function availability.
  • Hashtags: a maximum of three, and they should be real. #BroadstoneGolfClub #DorsetGolf #HeathlandGolf.

Print

ItemSpecification
ScorecardsHeather purple and white. The white single-colour crest on the cover. Blue, white and yellow yardages in one table, the red tees on their own card.
SignageVector artwork only, which does not yet exist. Heather purple ground with the white crest reads best from a distance and at dusk.

Brand don'ts, the one-page checklist

  • Never rebuild the crest from a screenshot or a web PNG for print. Commission vector artwork first
  • Never put the white-lettered crest on white, or the black-lettered one on purple
  • Never set pink #FF6699 as text on white or purple. It measures 2.76:1 and 2.78:1
  • Never put a white label on a pink button. It measures 2.76:1
  • Never use the crest's heather, red or green outside the crest
  • Never set Playfair Display below 20px, or a paragraph in it
  • Never use Title Case or ALL CAPS for headings, except a display line and small labels
  • Never write stunning, boasts, premier, first class or fantastic
  • Never use an em-dash, and never more than one exclamation mark in a social post
  • Never publish a photograph with a sponsor's board or another brand's logo in it
  • Never publish more than one phone number for the same office
  • Never route an enquiry to the Office when it can go to a person by name

How we speak

The club sounds like a member walking you round the heath: proud of a course Darwin praised, sure of its standards, and in no hurry to oversell it.

Proposed The voice essence.

Tone dimensions Proposed

DimensionWhere it sits
Formal to casualSlightly formal. Contractions are fine in social posts. Slang is not.
Serious to playfulMostly serious, with room for warmth. The clubhouse page's re-living that birdie on the 16th is the right register.
Reserved to enthusiasticReserved, and evidenced. Balfour, Braid, Colt and Darwin do the boasting, so the adjectives do not have to.
Ornate to plainPlain, always.

The voice, in seven lines Proposed

Nothing here is an adjective, except the one the club already uses. Two of the lines are taglines the club has not yet chosen (decision 4). The rest are things that are true on a Tuesday in February.

Founded 1898.

Owned by its members since 1971.

Unspoilt heathland since 1898.

The Gleneagles of the South.

Harry Colt made it heathland.

Par 70, 6,419 yards.

Ring us on 01202 692595.

Voice qualities Proposed

Five ways to tell it is us

1. Welcoming, not grand

Do

Visitors with a current handicap certificate are welcome. Ring the office on 01202 692595 to book a tee time.

Don't

Playing a prestige course like Broadstone is what all golfers want to do and this course will test the best.

2. Specific, not superlative

Do

A Harry Colt heathland, par 70 and 6,419 yards, in the Golf World Top 100 inland courses.

Don't

Broadstone Golf Club boasts the number one golf course in Dorset.

3. Plain, not corporate

Do

The members have owned the club since they bought it in 1971.

Don't

A club that is owned and run by its members and is run by a first class management team to ensure your enjoyment.

4. Confident, not boastful

Do

The event suite takes meetings, summer balls and gala dinners. Ring the catering and events team on 01202 693363.

Don't

The clubhouse boasts a stunning event suite available to hire for private functions and corporate events.

5. Human, not institutional

Do

To book a society or corporate day, ring Jon Dry, our General Manager, on 01202 692595.

Don't

Contact the Club Office to discuss your particular needs.

Measured Every "Don't" above is quoted from the club's live site: the societies, the golf club, become a member and clubhouse pages.

Vocabulary Measured the five live words Proposed the lists

boastspremierstunningfirst classfantastic

These five are live on the club's own pages today: boasts or boasting three times across the golf club and clubhouse pages, premier twice on the membership page. Prestige, glorious and terrific are live too, in the list below. They are what the copy reaches for when it has run out of facts, and this club has more facts than almost any in the county: Balfour, Braid, Colt, Darwin, 1971. Replace each word with the thing that made you want to use it.

We say

heathlandheatherScots pineunspoiltmembersmember-ownedthe clubvisitorsthe officethe pro shopthe 19ththe event suitesince 1898par 70Harry Coltbook a tee timering us

We don't say

boasts livepremier livestunning livefirst class livefantastic liveprestige liveglorious liveterrific liveworld-classluxuriousunrivallednestleda hidden gemprestigiouselevatereach outBGC

Writing style Proposed

House rules

  1. British English throughout. Colour, organise, enquiry, programme, centre.
  2. Oxford comma. Always.
  3. Sentence length. Vary it. Average around 15 to 20 words. A short one lands.
  4. Sentence case for all headings. Not Title Case. The site's own Book A Tee Time becomes Book a tee time.
  5. No exclamation marks in club-published copy. One per social post at the absolute most.
  6. No em-dashes. Use a comma, a full stop, or a colon.
  7. Numbers. Spell out one to nine, numerals from 10. Always numerals for yardages, pars, handicaps, prices, dates and times: 6,419 yards, par 70, £155, 9.00am.
  8. Dates. 16 November 1898, not 16th November.
  9. The club's name. Broadstone Golf Club in full on first mention and in every formal document. The club or Broadstone after that. Never "BGC" in running copy. The Dorset Golf Club is its 1898 name, for history pages only.

Messaging Proposed

Decision 4

A member-owned Colt heathland, unspoilt since 1898.

Proposed The core message.

Value proposition

Broadstone Golf Club has played on the heath since 1898, and its members have owned it since 1971. A J Balfour, J H Taylor and James Braid played the opening match, Harry Colt made the course entirely heathland, and Bernard Darwin called it the Gleneagles of the South. It is heather, pine, gorse and rhododendron across 250 acres, nearly three quarters of it protected, par 70 over 6,419 yards, with a full calendar of competitions and a refurbished clubhouse overlooking the 18th green.

Tagline routes

RouteLineLeans on
LandscapeUnspoilt heathland since 1898.The homepage's own word and the date on the crest
HeritageThe Gleneagles of the South.Bernard Darwin's line, from the history page
OwnershipOwned by its members since 1971.The 1971 purchase from Ellen Toley
Recommendation

Pick one and hold it for at least three years. Unspoilt heathland since 1898 is the recommendation: short, true of every hole, the club's own word, and the date the crest already carries. The Gleneagles of the South is the stronger line for a visitor or touring campaign, credited to Darwin, but as a permanent tagline it borrows another club's name.

Key messages, with proof

MessageProof
It is heathland with a pedigree.Laid out by Tom Dunn, bunkers by Herbert Fowler, redesigned by Harry Colt from 1914 to 1922. Opened by Balfour, Taylor, Penn and Braid on 16 November 1898.
The members own it.Bought from Ellen Toley in 1971 for £18,000, at the price she had agreed with them some 20 years earlier.
The land is protected.Nearly three quarters of the course is a Site of Special Scientific Interest, and a Special Area of Conservation since 2005.
It is ranked.Golf World Top 100 inland courses of Great Britain and Ireland, and Golf Monthly's Top 100, both on the homepage. An England Golf Championship Venue.
Visitors can play, on the course's terms.A recognised club and a handicap certificate. £85 in deep winter to £180 on a summer weekend. Part of the Dorset Heathland Golf Tour with Golf Tourism England.
Membership is all-inclusive.Full seven-day membership £2,327 for 2026/27, with rates for under 35, under 30 and under 25. The joining fee can be paid over three years.

Audience angles

AudienceLead withDo not lead with
Prospective membersColt, ownership, the competition calendar, and the age-banded rates. Then what happens after you enquire.Green fees
Visiting golfersThe course and the terms stated plainly once: handicap certificate, season, price.Membership
Heathland tourersThe Dorset Heathland Golf Tour, Darwin's line, and the clubhouse over the 18th.Local news
Societies and corporate daysA named person in Jon Dry, the restaurant away from the members' lounge, and the course for the whole day.Club history
Functions and diningThe event suite, the Sunday carvery, and the catering and events team on 01202 693363.Golf

Contacts and assets

Brand guardian: Jon Dry, General Manager. All brand decisions, all approvals, and any exception to this document.

  • General management, societies and corporate daysJon Dry, General Manager01202 692595, gm@broadstonegolfclub.com
  • The office and membershipBen Hunter, Assistant General Manager01202 692595, office@broadstonegolfclub.com
  • Tee bookingsTracy Foley, Office Manager01202 692595, bookings@broadstonegolfclub.com
  • Coaching and the pro shopJacob Hunter, Head PGA Professional01202 692595, proshop@broadstonegolfclub.com
  • The courseJames Bruder, Course Manager01202 692595
  • Food, drink and functionsHolly Chivers, Food and Beverage Manager01202 693363, fandb@broadstonegolfclub.com

Club details for all published material

Broadstone Golf Club
Wentworth Drive, Broadstone, Dorset BH18 8DQ
01202 692595 · broadstonegolfclub.com
facebook.com/broadstonegc · instagram.com/broadstonegolf · x.com/broadstonegc

Asset location · to be established

There is no central store of brand assets. The crest lives in the website's resources folder as a 360px header PNG, a 120px footer file and a faint 700px watermark, and there is no vector anywhere. The knitwear supplier and the glass engraver both worked from artwork for the single-colour crest: ask them for it first. The site also gives three numbers for the office: 01202 692595 in the footer and on the contacts page, 01202 642521 on the membership page, and 01202 642524 on the visitors page. Set up one shared folder holding the vector, the approved photographs and this document as the first action from these guidelines.

Open decisions

Ten things only the club can settle

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

  1. 1

    Settle heather purple, aubergine and pink as the palette

    Purple leads, aubergine is the dark, pink is a highlight on dark grounds only. The crest keeps its own colours. The cookie banner moves to purple.

    Committee
  2. 2

    Fix the pink and lilac text, which fails today

    The pink hover on every link and menu item is 2.76:1 on white and 2.78:1 on purple. The footer lilac is 3.08:1. Hover to aubergine, footer links in white.

    GM
  3. 3

    Commission vector artwork of the crest

    In full colour and in one colour, plus a favicon set. Ask the knitwear supplier and the glass engraver for their files first.

    GM
  4. 4

    Choose one tagline and hold it

    Recommendation: Unspoilt heathland since 1898.

    Committee
  5. 5

    Load Work Sans at more weights and keep Playfair large

    Add 300, 500 and 600. Playfair Display for headings at 20px and above only.

    GM
  6. 6

    Commission people photography

    The course and the rooms are covered. Members, juniors, the terrace and a dinner in the event suite are not.

    GM
  7. 7

    Settle the facts that disagree

    Three office numbers. Top 100 in England on the societies page, Top 100 in the UK on the homepage, and Golf World's GB and Ireland inland list on the badge.

    GM
  8. 8

    Clear the typos on the live pages

    Safegaurding on the golf club page, memborable on the clubhouse page, througout and "on Dry" for Jon Dry on the visitors page.

    GM
  9. 9

    Confirm the mission, values and voice

    They are inferred from the club's own writing, not supplied by the club.

    Committee
  10. 10

    Bring Darwin's line forward

    The Gleneagles of the South is the best sentence anyone has written about the club, and it sits two-thirds of the way down the history page. Decide where it lives.

    Committee