Sunset behind a line of trees, low gold light across rolling fairways, a green with a flag in the foreground

Crane Valley Golf Club · Verwood, Dorset · Hoburne Golf

Brand guidelines

Video placeholder · still photograph

County champions played here.

So can a beginner.

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 in evening light over a lake ringed by willows, bunkered fairways running past it, Dorset farmland and woods to the horizon

The club

The Valley hosted the 2024 Dorset County Championship. On the same site, the HeadStart tees on the Woodland let someone hit their first shot. One site for every level of golfer, and that is the whole proposition.

The story in one paragraph Measured

Crane Valley Golf Club sits on 184 acres of Dorset countryside at Verwood, with the River Crane running through the centre of the course. The 18-hole Valley Course was designed by Donald Steele, measures 6,412 yards from the white tees, and hosted the 2024 Dorset County Championship. The 9-hole Woodland Course has USGA-specification greens and no temporary greens in winter, and its HeadStart tees cut it to 1,014 yards for new golfers. Add a 12-bay floodlit Trackman range and PGA coaching, and the club is one of three run by Hoburne Golf, with Bulbury Woods near Poole and Hurtmore in Surrey. A championship course on its own sounds like a members' club. A beginners' course on its own sounds like a driving range. Together they make a place where every golfer has somewhere to play, on one site, and that is hard to copy.

The numbers Measured

184Acres of Dorset countryside, the River Crane through the middle
6,412Yards, the Valley Course from the whites, par 72
2024Dorset County Championship host venue
27Holes: the Valley 18 and the Woodland 9
12Floodlit Trackman bays on the range
3Hoburne Golf courses on one membership

Valley Course tees from the club's scorecard: White 6,412, Yellow 6,142 and Red 5,522 yards, all par 72. Woodland Course: 1,786 yards, par 31. HeadStart tees on the Woodland: 1,014 yards, par 27, holes 76 to 140 yards.

What the club stands for Proposed

Decision 9

Mission

To give every golfer in east Dorset, from a first lesson to a county championship, a course that suits their game, on one site, with a clubhouse worth staying for.

Vision

To be the club in Dorset that people recommend for any golfer they know, whatever their handicap and whoever they bring with them.

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

01
Everyone is welcome
The club's own line. Visitors at any time of year, a restaurant open daily to all, and dogs on leads in the outdoor areas.
02
Every level, one site
The Valley, the Woodland, the HeadStart tees, the range and Learn Golf in a Day. Nobody has to go elsewhere to start or to improve.
03
Playable all year
USGA-specification greens on the Woodland with no temporary greens in winter, and course status for both courses on the homepage.
04
A family business behind it
Hoburne has run family holidays for over a hundred years, by its own account, and one membership plays all three of its courses.
05
Service that is measured
A 59club Bronze Flag members club in the Service Excellence Awards 2025. The claim has a scorecard.

Brand personality Welcoming · Easy-going · Capable · Family-minded · Unfussy

Three young golfers carrying their bags across a sunlit fairway towards a green with a yellow flag, a bank of dark trees behind

Positioning Proposed

For golfers around Bournemouth, Poole and east Dorset who want to play, practise and bring the family without joining three different places, Crane Valley Golf Club is the one site with all of it: a county-championship course, a nine-hole course with tees for beginners, a floodlit Trackman range and PGA coaching, and a membership that also plays Bulbury Woods and Hurtmore.

The mark Measured

The full-colour logo needs a light ground, so here it sits on a cream plate. The club already has a white version as vector artwork for Brunswick Green and photographs. What is missing is agreement: the logo, the icon and the website each use their own greens and bronzes. That is item 1 and item 3 in the decisions.

How we look

A crane over a bronze sun, a green and bronze website, and a red button. Most of the system is already here. It just has three versions of every colour.

The mark Measured

Decision 3

The club's mark is a logo lockup: a crane in flight, neck outstretched, wings raised in grey and white, with a red crown on its head, crossing a bronze disc. Beneath it, Crane Valley in green and Hoburne Golf in bronze. The name of the club and the bird in the mark are the same word, which is a gift most clubs do not have.

Good news · vector artwork exists, and the type matches the website

The logo is served as SVG, in full colour and in white, so it can be scaled to any size without loss. That is rare: most clubs have only a small PNG. And the words Crane Valley in the logo are set in Centrale Sans Bold, the same face the website uses for its headings. Set over the logo at the same size, the letters match. The logo and the site already speak with one voice.

The full-colour Crane Valley lockup on white

Full colour, for light grounds

SVG, vector. Green #00463B, bronze #9C7342 and #A98959, grey #575756, red #E52220. In the site footer and the page loader.

Primary mark

The white Crane Valley lockup on Brunswick Green

White, for dark grounds and photographs

SVG, vector, every shape #FFFFFF. The bronze disc drops out and the crane becomes an outline. In the header over the hero. Shown here on Brunswick Green.

Reversed mark

Finding · two lockups, and an icon in different colours

A golf ball photographed in the enquiry panel on the homepage carries the crane and Crane Valley, but sets HOBURNE GOLF in serif capitals, not the sans of the SVG. So at least two versions of the lockup are in circulation. The 256px icon used as the favicon is drawn in its own colours too: a darker disc, #845D32, and greyer wings, #54565A, against #9C7342 and #575756 in the SVG.

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Primary, full colour	Everything on white and cream	SVG	Exists, in use
Reversed, white	Brunswick Green and photographs	SVG	Exists, in use
Icon, crane and disc	Favicons and avatars	256 × 256 PNG	Exists, off-colour
Print master (EPS or PDF)	Signage, embroidery, print, with Pantone references	none on the site	Not found
Mono, one colour	Embroidery and etching	none on the site	Not found
Serif lockup, on the golf ball	Unknown	seen in a photograph	Unexplained

The problem · nobody has said which file is the master

The SVG is the best-drawn version and should be the master. But it has never been reconciled with the website's colour variables or with the icon, and no print master with Pantone or CMYK references was found. Before any signage, flag, apparel or printed scorecard is ordered, Hoburne Golf should confirm the SVG as master, publish the icon in the same colours, and commission a print master from it.

Clear space and minimum size Proposed

Minimum clear space on all four sides equals the height of the capital H in Hoburne Golf. Nothing sets inside that boundary: no type, no rule, no photograph edge, no second logo.

Context	Minimum	Note
Full lockup, print	30mm wide	From a print master only
Full lockup, screen	120px wide	Below this Hoburne Golf breaks up
Icon, crane and disc, screen	24px wide	Use instead of shrinking the full lockup

Colour Measured

Decision 1

Colour: the conflict, first

The logo and the website were coloured separately, and they disagree on every hue. Read from the SVG, and counted from the stylesheet and all 14 pages read, including the site's own colour variables:

1 · The logo artwork says

#00463BWordmark green

#9C7342The disc

#A98959Hoburne Golf

#E52220The crown

2 · The website says

#084736Brunswick Green, 158

#BA9964Camel, 116

#A9160FFirebrick, 58

#F7CF9CNavajo White, 38

3 · The extra warm colours

#7D5937Coyote Brown, 36

#EC691AOrange, 21

#845D32The icon's disc

Three greens, five bronzes and browns, two reds and an orange are in circulation. The colour names are stock colour-dictionary names, Camel, Brunswick Green and Navajo White, not names anyone chose for the club, and one variable called orange holds white.

Recommendation

Keep the structure the website already has and close the gaps. One green: set the site's Brunswick Green variable to the logo's #00463B; the two are near-identical, and the change is one line because 120 of the 158 uses read the variable. One bronze: Camel for fills, rules and borders, matched to the logo's bronze when the master is confirmed, and never as text on a light ground. Red has one job: Firebrick is the action colour, so if it is red, it is clickable; the crown's brighter red stays inside the crane. Navajo White is the one accent on green. Orange, the site's default blue #3898EC and the icon's off-colour disc go.

On site today Measured

The brand already in use, in the club's own pictures

Four of the club's own images, from its website, with the identity in them. The logo is used consistently. The colours around it are not: two of the club's own posters are set on blue grounds, a colour that is in neither the logo nor the website's colour variables.

The golf shop counter: the crane on its bronze disc and Crane Valley in green lettering on a light wood front, HOBURNE GOLF in capitals beneath, a white gilet on a rail to the right — **The shop counter.** The crane on its bronze disc and *Crane Valley* in the logo's green, on the wood front. Underneath, **HOBURNE GOLF** is set in flared capitals, not the sentence-case *Hoburne Golf* of the SVG master. This is the second lockup the logo section describes, built into the furniture.

The pin flag. The full lockup on a white flag, over a stream on the course. On white, the full-colour logo needs nothing else.

The Sunday lunch poster. The logo sits well at the top, then the poster turns to a textured navy blue banner and gold serif capitals. Two courses £24.95, three courses £27.95.

A quiz night thumbnail: the white crane and Crane Valley lockup on a mid blue ground, QUIZ in gold and NIGHT in blue serif capitals in white speech bubbles — **Quiz night.** The white lockup used correctly on a dark ground, and a mid blue ground and serif capitals that appear nowhere in the logo or on the website.

Colour usage rules

Brunswick Green is the default dark. Headers, footers, headings and large panels.
Firebrick means action. Book a tee time, enquire, links. If it is red, it is clickable, and nothing decorative is red.
Camel is a line and a fill, not a letter, on light grounds. Rules, borders, date pills with dark text. Never text on white or cream.
Navajo White is the accent on green. One phrase in a heading, never a ground.
Alternate white and cream. Coyote Brown is the one warm panel for events and weddings, with white type.

The palette Measured

Every value, counted

Primary

Brunswick Green

#084736
8, 71, 54
89 / 0 / 24 / 72

158 uses. Headers, panels, headings, footer.

Camel

#BA9964
186, 153, 100
0 / 18 / 46 / 27

116 uses. Date pills, rules, outlines. Never text on light.

Secondary

Firebrick

#A9160F
169, 22, 15
0 / 87 / 91 / 34

58 uses. Book Tee Time. The action colour.

Navajo White

#F7CF9C
247, 207, 156
0 / 16 / 37 / 3

38 uses. The accent on green, as in the hero.

Coyote Brown

#7D5937
125, 89, 55
0 / 29 / 56 / 51

36 uses. The events panel, with white type.

Dark Green

#002C20
0, 44, 32
100 / 0 / 27 / 83

19 uses. Card titles.

The logo, read from the SVG

Wordmark Green

#00463B
0, 70, 59
100 / 0 / 16 / 73

Crane Valley. Reproduce the logo in these values.

Disc Bronze

#9C7342
156, 115, 66
0 / 26 / 58 / 39

The disc behind the crane.

Hoburne Bronze

#A98959
169, 137, 89
0 / 19 / 47 / 34

Hoburne Golf, beneath the name.

Wing Grey

#575756
87, 87, 86

The crane's wings.

Crown Red

#E52220
229, 34, 32
0 / 85 / 86 / 10

The crown. Inside the crane only.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Cream

#EFE6DA
239, 230, 218

8 uses. Alternating section grounds.

Body

#333333
51, 51, 51

The stylesheet's body colour. Paragraphs render black.

Rule Grey

#DDDDDD
221, 221, 221

Borders and dividers.

To retire

Orange

#EC691A
236, 105, 26
0 / 56 / 89 / 7

21 uses. The current page in the menu. A third warm colour.

Default blue

#3898EC
56, 152, 236
76 / 36 / 0 / 7

7 uses. The design tool's default, never chosen.

Icon Bronze

#845D32
132, 93, 50
0 / 30 / 62 / 48

The favicon's disc. Redraw the icon in Disc Bronze.

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.

Brunswick Green on white10.69:1Pass

Body on white12.63:1Pass

Firebrick on white7.48:1Pass

Coyote Brown on white6.26:1Pass

Camel on white2.68:1Both fail

Camel on cream2.17:1Both fail

Hoburne Bronze on white3.28:1Body fail

Orange on white3.18:1Body fail

White on Brunswick Green10.69:1Pass

Navajo White on Brunswick Green7.31:1Pass

Camel on Brunswick Green3.98:1Body fail

White on Firebrick7.48:1Pass

White on Camel2.68:1Both fail

The hard rules this produces, and a failure that is live today

Camel #BA9964 fails as text on white and on cream, at 2.68:1 and 2.17:1. The stylesheet sets it as a text colour in 47 rules, including the outlined Learn More buttons, the membership prices and the text-link style. That is a live accessibility failure. Set those in Brunswick Green, or in Camel darkened by a third, #796341, at 5.72:1 on white and 4.63:1 on cream Proposed. This page sets its own bronze labels and numerals in that value for the same reason.

Camel on Brunswick Green passes only for large text, at 3.98:1. Use Navajo White for small text on green.

White on Camel fails, at 2.68:1. A Camel button or date pill takes dark type.

Orange fails for body text, at 3.18:1, and it is on the list to retire.

Display type Proposed the recommended tagline, decision 4

Signika 650, standing in for Centrale Sans Bold, the club's own display face, which we hold no licence to show.

Typography Measured

Decision 5

The site sets its headings in Centrale Sans, Regular and Bold, declared 24 times and self-hosted as two desktop .otf files. Body copy is Open Sans, declared 21 times and loaded from Google Fonts in ten weights and styles. The same loader also requests Montserrat in 18 weights and styles, which the stylesheet declares once.

Centrale Sans is a commercial typeface. Serving the desktop files on a website usually needs a separate web licence, so check that the licence covers web use before anything else is built on it. Open Sans is open-licensed. Do not substitute Montserrat for Centrale Sans, even though the site already loads it: Montserrat is wider and more geometric, and the logo is set in Centrale Sans, so the two would sit side by side and not match.

The typographic gap, and this page as the argument

Crane Valley's type is in better shape than most clubs'. The logo and the headings share one face, and the body face is a sensible open-licensed partner. The gaps are housekeeping: confirm the Centrale Sans licence, stop loading 18 styles of a font that is barely used, and set headings in sentence case rather than the Title Case the site uses now. The club does not need a serif. Centrale Sans is the club's face, and this page cannot show it: it is a commercial font and we hold no licence for it, so the display type here is Signika at weight 650, an open-licensed face that stands in for it. Signika was the closest of 19 free faces set over the logo's own wordmark at the same height: it overlaps 70 per cent of the lettering at the same width, with the same tailed l and the same spur on the a. Body copy is Open Sans, the club's own, loaded from Google Fonts.

AaDisplay, Signika standing in for Centrale Sans

AaEverything else, Open Sans

Display · Centrale Sans Bold for the club · shown here in Signika 650 · 56 to 72px · line-height 1.1

Every golfer, one valley

H1 · Centrale Sans Bold for the club · shown here in Signika 650 · 40 to 48px

Everyone is welcome

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

The Woodland Course has USGA-specification greens and no temporary greens in winter. Its HeadStart tees make it 1,014 yards, with holes from 76 to 140 yards, for anyone hitting their first shots.

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

Book a tee time

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Centrale Sans	700	56 to 72px	1.1	Hero, brochure covers
H1	Centrale Sans	700	40 to 48px	1.15	Page titles, sentence case
H2	Centrale Sans	700	30 to 34px	1.2	Section headings
H3	Centrale Sans	400	22 to 24px	1.3	Sub-headings
Body	Open Sans	400	17px	1.6	Paragraphs
Body large	Open Sans	300	20px	1.6	Standfirsts
Caption	Open Sans	400	14px	1.4	Photo captions
Label	Open Sans	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 6

The club's photography is good and much of it is recent: a drone and ground shoot in evening light, the drone files dated June 2025 by their names, plus coaching, group golf and family frames with real people in them. Keep it. These are the club's own originals, taken from the website at full resolution, the oldest a Canon frame dated 2014 in its camera data.

A green in evening light, long tree shadows striping it, a red flag, a bunker to the right and trees either side of the fairway — Evening light across a green, the shadows of the trees laid over it in stripes. Parkland at its best, and the shoot's signature.

A reed-lined stream across the hole, marked with yellow stakes, and the club's own logo on the flag. Water and the mark in one frame.

Measured The homepage hero video shows overhead power lines and a pole across the sky. Two drone frames, the river crossing seen from above and the panorama, have power lines too. A family frame carries Wilson, Callaway and Ping bag logos, the clubhouse aerial is flat and overcast with the car park in shot, and the clubhouse at dusk has a radio mast beside it. All are excluded from the brand set. One more: Bulbury Woods photographs, files named BWs, sit in Crane Valley's homepage code inside hidden slides. The same sister-course photograph on the group golf page is there on purpose, under Our Sister Course.

Evening light. Low sun, long shadows across greens and fairways.
Water in frame. The river, the streams and the lakes are what separate this course from its neighbours.
Real people at play. Families, juniors and coaching, seen close enough to recognise.
Drone at tree height. Low enough to read the hole, high enough to see the water.

The gap · the clubhouse is the hero of the copy, and nobody has photographed it in use

The events copy sells high-beamed ceilings, a two-tiered clubhouse and a patio by the 18th green. The only interior frame is a table laid for a function, taken in 2021, and the exteriors are flat or have a mast in them. Commission the function room at a wedding, the Lounge Bar with the sport on, Sunday lunch, and the patio full on a summer evening, in the same evening light as the course shoot. Working ratio: 60 per cent landscape, 40 per cent people.

What to avoid

Stock photography of golfers who are obviously not at this course
Photographs of a sister course, except where the page is about that course
Grey, flat, overcast light. If the weather is poor, do not shoot
Overhead wires, poles, masts and the car park in frame
Over-sharpened, HDR-crunched landscapes with haloed tree lines
A competing logo in frame. Equipment brands on bags, banners and range screens 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 with the club's own vector logo and its own photographs. Every fact on them is from the club's website or its published scorecard. Only the website itself is measured; the rest is proposed.

Before you play

Indicate the tee used before you start.

150-yard markers measure to the centre of the green.

Play ready golf, and keep up with the group in front.

The Clubhouse, Verwood, Dorset BH31 7LH
01202 814088

Scorecard

The Valley Course · Par 72

Donald Steele · 2024 Dorset County Championship host venue

OutHoles 1 to 9

Hole				Par	S.I.	S.I.
1	342	325	287	4	11	13
2	538	507	459	5	5	5
3	450	441	385	4	1	2
4	381	323	303	4	9	9
5	406	396	363	4	3	7
6	130	119	98	3	13	15
7	307	299	286	4	17	11
8	175	170	157	3	15	17
9	523	516	460	5	7	3
Out	3,252	3,096	2,798	36

White, CR 71.1, slope 1246,412

Yellow, CR 69.7, slope 1196,142

Red, CR 72.3, slope 1225,522

PlayerDate

InHoles 10 to 18

Hole				Par	S.I.	S.I.
10	322	313	298	4	14	12
11	376	364	351	4	2	1
12	309	302	270	4	16	16
13	194	164	148	3	8	14
14	532	520	427	5	10	8
15	402	390	343	4	4	6
16	190	178	149	3	18	18
17	499	487	425	5	6	4
18	336	328	313	4	12	10
In	3,160	3,046	2,724	36
Out	3,252	3,096	2,798	36
Total	6,412	6,142	5,522	72

MarkerHandicap

Scorecard Proposed

A folded card, 110 × 160mm closed. Outside, the full-colour logo on cream, and the back in the logo's green with the white crane cropped off the edge. Inside, all 18 holes of the Valley Course off the White, Yellow and Red tees, with par, the men's stroke index and the separate stroke index the card gives the Red tee. Every number is from the club's own Valley scorecard PDF, which totals 6,412, 6,142 and 5,522 yards. The courses page describes gold and purple tees; the card has neither, so neither is shown.

Two young golfers on a green beside a yellow flag in summer sun, one with his arm raised, a bank of trees behind — Membership brochure Proposed
A4. The cover is the club's own photograph of two golfers on a green, under the white logo, over a panel in the logo's green with the white crane cropped off the edge. The inside page uses the membership page's own words and the prices it shows: a 14-day booking preference, ten reciprocal courses, payment in 6, 10 or 12 monthly instalments, and four of the categories. The membership page carries a second, lower set of prices in its code that does not show on the page.

A coach guiding a golfer through his backswing in a covered range bay, the range and trees behind under a blue sky — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to. Each one is a fact from the club's own pages on a club photograph: the 12-bay floodlit Trackman range at 25 balls for £4.50, Sunday lunch at the prices on the club's own poster, and visitors welcome all year with summer green fees from £35 after 3.30pm (20 April to 24 October).

The Crane Valley homepage at 1440 pixels: Welcome to Crane Valley over a course video, 2024 Dorset County Championship Host Venue, a red Book Tee Time button, overhead power lines across the sky — The website Measured
The club's site as it stands, captured on 6 October 2026 at 20:45 UTC, 1440 and 390 pixels wide. Centrale Sans headings, Navajo White on the club name, Firebrick buttons, and the white logo top left. The hero video is the frame the photography section excludes: overhead power lines cross the sky in it.

The same homepage at 390 pixels wide — The website Measured
The club's site as it stands, captured on 6 October 2026 at 20:45 UTC, 1440 and 390 pixels wide. Centrale Sans headings, Navajo White on the club name, Firebrick buttons, and the white logo top left. The hero video is the frame the photography section excludes: overhead power lines cross the sky in it.

Crane Valley Golf Club
The Clubhouse
Verwood, Dorset BH31 7LH
01202 814088
cranevalleyoffice@hoburne.com

Hoburne Golf: Crane Valley, Bulbury Woods and Hurtmorecrane-valley.co.uk

Darrel RansonPGA Director of Golf
Crane Valley Golf Club
01202 814088
darrel.ranson@hoburne.com

Letter and card Proposed

A4 letter and an 85 × 55mm card. The full-colour logo, the address from the contact page, and a bronze hairline over a footer naming the three Hoburne courses. Body lines are placeholders. The card is for Darrel Ranson, the PGA Director of Golf named on the coaching page, with the address that page links to. Its back is the logo's green with the white crane cropped.

2100

Valley Course
Woodland Course
Trackman Range
Clubhouse

Everyone is welcome

1200

Green, #00463B from the logo, the panel
White, the logo and the four destinations, cut vinyl
Hoburne bronze, #A98959 from the logo, the welcome line
Disc bronze, #9C7342 from the logo, one rule
Plinth, 1375mm wide, set in the verge

Entrance sign Proposed

Drawn to scale at 1:12.5, in millimetres. Colours are the logo's own, read from the SVG; the club publishes no RAL or Pantone references, so the vinyl and paint are matched to those values. The welcome line is the homepage's own, and at 3.31:1 on the green it is a large-type colour only. There is no photograph of the entrance in the club's bank, so the sign is drawn, not put into a picture.

Social media

Avatar: the crane and disc alone, on white or cream. The full lockup is unreadable in a circle.
Channels: the site links to Facebook only, facebook.com/cranevalleygc. Any other channel the club runs should be linked from the footer, or closed.
Post mix: roughly a third course condition and photography, a third club life meaning competitions, juniors, the range and the clubhouse, and a third offers, events and tee-time availability.
Hashtags: a maximum of three, and they should be real. #CraneValleyGolf #DorsetGolf #HoburneGolf.

Print

Item	Specification
Scorecards	Brunswick Green and white. The full-colour lockup on the cover. Every tee the course actually uses, named the same way on the card and on the website.
Signage	From a confirmed print master. Brunswick Green ground with the white lockup reads best from a distance and at dusk.

Brand don'ts, the one-page checklist

Never use the serif HOBURNE GOLF lockup. The SVG is the master
Never use the full lockup as an avatar. Use the crane and disc alone
Never set Camel #BA9964 as text on white or cream. It measures 2.68:1 and 2.17:1
Never put white type on Camel. It measures 2.68:1
Never use red for anything that is not clickable
Never use a colour outside the palette above, including the orange in the menu
Never substitute Montserrat for Centrale Sans
Never use Title Case or ALL CAPS for headings, except on small labels and buttons
Never write stunning, premier, amazing, boasts or unrivalled
Never use an em-dash, and never more than one exclamation mark in a social post
Never publish a photograph with power lines, a mast or another brand's logo in it
Never show Bulbury Woods or Hurtmore photography as if it were Crane Valley

How we speak

The club sounds like a good host at the first tee: friendly, easy-going, knows every hole, and tells you plainly what it costs and which tees to play from.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Casual. Contractions are fine. Slang is not.
Serious to playful	Light, with room for fun on events and FootGolf. Never silly about the golf.
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. 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.

184 acres of Dorset.

The River Crane runs through it.

Every golfer, one valley.

From first swing to county final.

Twenty-seven holes, twelve floodlit bays.

Everyone is welcome.

Ring us on 01202 814088.

Voice qualities Proposed

Five ways to tell it is us

1. Welcoming, not gushing

Everyone is welcome. Visitors can book any day of the year, and the restaurant is open daily to all.

Don't

We invite you to come and enjoy our warm, welcoming atmosphere and outstanding service.

2. Specific, not superlative

The Valley Course, by Donald Steele, is 6,412 yards from the white tees and hosted the 2024 Dorset County Championship.

Don't

Our two-tiered clubhouse, complete with a spacious outdoor patio, boasts breathtaking views.

3. Plain, not salesy

Learn Golf in a Day costs £85 and includes all the equipment.

Don't

Crane Valley Golf Club offers a premier golfing experience with a full 27-hole complex.

4. Confident, not boastful

Crane Valley is a 59club Bronze Flag members club, Service Excellence Awards 2025.

Don't

Crane Valley Golf Club offers an unrivalled level of service and attention to detail.

5. Human, not institutional

To book a Kids October Golf Camp, email Gerry Teschner, our PGA professional.

Don't

Please contact us for more information.

Measured Every "Don't" above is quoted from the club's live site: the homepage, the events page and the visitors page.

Vocabulary Measured the five live words Proposed the lists

amazingstunningpremiervibrantboasts

These five are live on the club's own pages today, amazing four times. Picturesque, first-class, unforgettable, breathtaking and unrivalled are live too, in the list below, and unrivalled is spelt two ways. They are what the copy reaches for when it has run out of facts, and this club has plenty: Donald Steele, the 2024 County Championship, the River Crane, three courses on one membership.

We say

the Valley Coursethe Woodland CourseHeadStartthe River Craneeveryone is welcomemembersvisitorsthe clubhousethe patioTrackman rangePGA professionalsbook a tee timeHoburne GolfDorsetring us

We don't say

amazing livestunning livepremier livepicturesque livefirst-class liveunforgettable livebreathtaking liveunrivalled liveexquisitebespoke liveluxuriousnestleda hidden gemworld-classelevatereach 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: 6,412 yards, par 72, £55, 12.30pm.
Dates. 16 October 2026, not Friday, October 16, 2026, which is how the What's On cards print it now.
The club's name. Crane Valley Golf Club in full on first mention and in every formal document. Crane Valley thereafter. Hoburne Golf follows the club's name, never leads it. The Valley Course and the Woodland Course, capitalised. HeadStart, one word, capital S, everywhere; the site and the scorecard also write it Headstart.

Messaging Proposed

Decision 4

One site, every golfer: from the first swing to the county final.

Proposed The core message.

Value proposition

Crane Valley Golf Club covers 184 acres of Dorset countryside at Verwood, with the River Crane running through it. The Valley Course, by Donald Steele, is 6,412 yards and hosted the 2024 Dorset County Championship. The Woodland Course is nine holes with greens that stay in play all winter, and its HeadStart tees make it a place to start. There is a 12-bay floodlit Trackman range, PGA coaching, a clubhouse with a patio by the 18th green, and a membership that also plays Bulbury Woods and Hurtmore. Everyone is welcome.

Tagline routes

Route	Line	Leans on
Every level	Every golfer, one valley.	The Valley, the Woodland, HeadStart, the range, coaching
The place	The River Crane runs through it.	The 184 acres and the river
The pathway	From first swing to county final.	HeadStart to the 2024 County Championship

Recommendation

Pick one and hold it for at least three years. Every golfer, one valley is the recommendation: four words, true on every page of the site, and it carries the club's name in it. The River Crane runs through it is the better line for the course pages and a print advertisement.

Key messages, with proof

Message	Proof
A proper championship course.	The Valley, by Donald Steele, 6,412 yards from the whites, par 72, course rating 71.1. Host of the 2024 Dorset County Championship.
A place to start.	The Woodland Course, 1,786 yards, par 31, with HeadStart tees at 1,014 yards. Learn Golf in a Day for £85, all equipment included.
Playable in winter.	USGA-specification greens on the Woodland and no temporary greens in winter. Course status for both courses on the homepage.
Practice that is worth the trip.	12 floodlit Trackman bays with games and virtual courses, 25 balls for £4.50, and custom fitting on Trackman TM4.
Three courses, one membership.	7-day membership £1,365 plus joining, with no green fees at Bulbury Woods and Hurtmore.
A clubhouse for more than golf.	Weddings for 80 guests seated and 100 in the evening, from £80 a head. The Lounge Bar for up to 35. Sunday lunch.

Audience angles

Audience	Lead with	Do not lead with
Visiting golfers	The Valley, the County Championship, and the summer green fee stated plainly: £55 on a weekday morning, £65 at the weekend.	Membership categories
Prospective members	Three courses on one membership, the sections, and monthly payments.	The range prices
Beginners and families	HeadStart tees, Learn Golf in a Day, FootGolf, and dogs welcome on the Woodland.	Course ratings
Societies	Packages from £31 a head for 12 or more, and the 27-hole option.	The wedding brochure
Weddings and functions	The beamed function room, the patio by the 18th, and the buggy for photographs.	Golf

Contacts and assets

Brand guardian: to be confirmed by Hoburne Golf. The site names no general manager; the senior person it does name is Darrel Ranson, PGA Director of Golf.

The club officeCrane Valley Golf Club01202 814088, cranevalleyoffice@hoburne.com
Coaching and the Woodland Golf CentreDarrel Ranson, PGA Director of Golfemail via the coaching page
Learn Golf in a Day and junior campsGerry Teschner, PGA professional, former Ladies European Tour playergerry.teschner@hoburne.com

Club details for all published material

Crane Valley Golf Club
The Clubhouse, Verwood, Dorset BH31 7LH
01202 814088 · crane-valley.co.uk
facebook.com/cranevalleygc

Asset location · to be established

The logo files on the website are well named and the SVGs are vector, which is better than most. But there are three versions of the mark in use, the SVG, an icon in its own colours and a serif lockup on merchandise, and no print master was found. The stylesheet itself is still named crane-valley-demo. Set up one shared folder, held by Hoburne Golf, with the confirmed master, 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
Settle one green, one bronze, and red for actions only
Three greens, five bronzes and browns and two reds are in use. The green is a one-line change to the site's variable.
Hoburne Golf
2
Stop setting Camel as text, which fails today
47 rules set it on light grounds at 2.68:1, including the Learn More buttons and the membership prices.
Web agency
3
Confirm the SVG as the master and commission a print master
Retire the serif HOBURNE GOLF lockup, redraw the icon in the logo's own colours, and produce EPS or PDF artwork with Pantone references.
Hoburne Golf
4
Choose one tagline and hold it
Recommendation: Every golfer, one valley.
GM
5
Check the Centrale Sans web licence, and drop Montserrat
Desktop font files are served on the site. Montserrat is loaded in 18 styles and used once.
Web agency
6
Replace the hero video and photograph the clubhouse in use
The hero video has power lines across the sky, and nothing shows the function room, the bar or the patio with people in them.
GM
7
Settle the course facts against the scorecards
The Woodland is 1,786 yards on the card and 2,053 on the courses page, with three different par mixes across pages. The card has White, Yellow and Red tees; the courses page describes gold and purple. HeadStart is called both a course and a set of tees, while the same page says there are two courses.
GM
8
Clear the hidden leftovers from sister sites
Hidden in the homepage code: two Welcome to Bulbury Woods slides, Bulbury Woods photographs and a June World Cup popup. On What's On, a hidden placeholder dated 11 February 2024 headed Heading. The stylesheet is named crane-valley-demo.
Web agency
9
Confirm the mission, values and voice
They are inferred from the club's own writing, not supplied by the club.
GM
10
Say when the club began
No founding year appears anywhere on the site. If the Valley opened in a known year, it belongs in the story and on the scorecard.
Hoburne Golf

Brand guidelines

The club

Mission

Vision

Everyone is welcome

Every level, one site

Playable all year

A family business behind it

Service that is measured

How we look

Full colour, for light grounds

White, for dark grounds and photographs

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: the conflict, first

The brand already in use, in the club's own pictures

Colour usage rules

Every value, counted

Primary

Secondary

The logo, read from the SVG

Neutrals

To retire

Contrast, measured not asserted

Hierarchy Proposed

Typographic rules

What to avoid

The brand on the things the club sends

Before you play

Scorecard Proposed

A membership suitable to you

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 gushing

2. Specific, not superlative

3. Plain, not salesy

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

Ten things only the club can settle

Settle one green, one bronze, and red for actions only

Stop setting Camel as text, which fails today

Confirm the SVG as the master and commission a print master

Choose one tagline and hold it

Check the Centrale Sans web licence, and drop Montserrat

Replace the hero video and photograph the clubhouse in use

Settle the course facts against the scorecards

Clear the hidden leftovers from sister sites

Confirm the mission, values and voice

Say when the club began