Drone view at golden hour: low sun behind a stand of Scots pine, long shadows raking across the fairway towards a green with a single bunker

Farnham Golf Club · Surrey · Founded 1896

Brand guidelines

Video placeholder · still photograph

Braid and Vardon opened it.

Lottie Woad learned here.

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.

The course from the air at golden hour: fairways cut through pine woodland and heath, farmland running away to the left, hills on the horizon

The club

James Braid and the Vardons played the opening match in 1905. Lottie Woad came through the junior section and won at Augusta in 2024. Same club, same land, and that is the whole proposition.

The story in one paragraph Measured

Farnham Golf Club was founded in 1896, when 17 Victorian gentlemen agreed terms with Mr A.H. Stevens of Binton Farm and laid out nine holes known as Binton Links. It went to 18 holes in 1904 with the Open Champion Jack White, and opened in 1905 with an exhibition match between White, James Braid, Harry Vardon and Tom Vardon. It gave up holes to food production in both world wars, was wound up after the first and re-formed by its members, and in 1968 the members bought the course outright for £34,000. It has kept producing golfers ever since: Elizabeth Price helped win the Curtis Cup in 1952, Roger Revell qualified for The Open in 1972, and Lottie Woad came through the junior section to win the Augusta National Women's Amateur in 2024. Heritage on its own sounds like every heathland club in Surrey. A champion on its own sounds like an academy. Together they describe a member-owned club that has been bringing golfers on for 130 years, and nobody nearby can copy that.

The numbers Measured

1896Founded by 17 Victorian gentlemen at Binton Farm
1905Opening match: White, Braid, and Harry and Tom Vardon
1968The members buy the course for £34,000
6,449Yards, par 72, added up from the 18 hole pages
1952Elizabeth Price helps win the Curtis Cup
2024Lottie Woad wins the Augusta National Women's Amateur

Front nine 2,964 yards, par 35. Back nine 3,485 yards, par 37. The 11th is the longest hole at 546 yards and stroke index 1. The hole pages do not say which tee they measure.

What the club stands for Proposed

Decision 9

Mission

To keep a member-owned heathland course in the condition its history deserves, and to give every golfer who joins, from a junior to a scratch player, the coaching and the competition to get better on it.

Vision

To be the Surrey club known for the golfers it produces, in every generation, as much as for the course they learn on.

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

01
Owned by the members
The members bought the course in 1968. Every decision answers to them, and the copy can say so.
02
The course comes first
A course status line on the homepage, timed to the minute. A Halfway Hut, open daily, between the 6th tee and the 11th green.
03
Bring players on
A junior section, an academy, three professionals and an indoor studio. Lottie Woad is the proof, not the point.
04
Standards, kindly kept
An active handicap and recognised golfing attire, said plainly once and never apologised for.
05
One club, every section
Ladies formally recognised in 1906, with Miss Eveline Faithfull as their first Captain. Women in Golf Charter signatories now.

Brand personality Proud · Established · Welcoming · Competitive · Understated

The 7th: heather in flower in the foreground, two bunkers short of the green, a single golfer in blue under a wall of tall Scots pine

Positioning Proposed

For established golfers in west Surrey and over the Hampshire border who want heathland golf with a real club behind it, Farnham Golf Club is the member-owned course at The Sands where the Great Triumvirate played the opening match and Lottie Woad learned the game: heather, Scots pine and par 72, with a junior section that is still producing champions.

The mark Measured

The mark is black, so here it sits on a light plate rather than straight on Club Green. The club already has a white version for dark grounds and photographs, and uses it in the header of every page. What it does not have is the mark in its own colours, as vector artwork, or the ship on its own. That is item 3 in the decisions.

How we look

A black and white ship, a green and gold website, and a course that is heather and pine. The colours are already chosen. Nobody has written them down.

The mark Measured

Decision 3 and 10

The club's mark is a single-colour logo lockup, not a heraldic crest: a sailing ship under full sail with a pennant at the masthead, riding stylised waves; the date 18 96 split either side of the hull on two short rules; FARNHAM in a flared-serif capital; and GOLF CLUB beneath in a geometric sans. There is no colour in it. Every pixel of the black file is #000000 and every pixel of the white file is #FFFFFF.

Good news · the reversed version already exists

Most clubs have one logo file and a problem on dark grounds. Farnham has both: a black lockup used in the footer and a white lockup used over the photograph at the top of every page. Both are clean transparent PNGs at 1920 × 1920 pixels, which is plenty for screen work. The mark is also on the club polos worn in the club's own photographs, so a supplier already holds artwork for it.

The black Farnham Golf Club lockup on white

Positive, for light grounds

Black. 1920 × 1920px, transparent. Served from wp-content/uploads/2026/02/Untitled-design-2.png, which is also the favicon.

Primary mark

The white Farnham Golf Club lockup on Club Green

Reversed, for dark grounds and photographs

White. 1920 × 1920px, transparent. Served from Untitled-design-4.png, in the header over every hero photograph. Shown here on Club Green.

Reversed mark

Finding · the wordmark is not set in the website's display face

The site sets its headings in Cinzel, and the word FARNHAM in the logo looks as if it is too. It is not. Set over the logo at the same height, Cinzel's R, A and M are all different shapes. The logo's face is a close relative that has not been identified. When the vector is commissioned, ask for the font name with it.

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Primary, black	Everything on light grounds	1920 × 1920 PNG	Exists, in use
Reversed, white	Club Green grounds and photographs	1920 × 1920 PNG	Exists, in use
Vector master (SVG / EPS)	Signage, flags, embroidery, large print	none	Missing
Colour version	Club Green on Sand, or Heritage Gold on Club Green. Embroidered in navy and in blue on the staff polos	none as a file	Missing
Icon only, the ship	Avatars and favicons below 48px	none	Missing
Favicon set	16, 32, 180 and 512px	the 1920px lockup	In use by mistake

The blocker · there is no vector artwork and no icon

The files are named Untitled design (2) and Untitled design (4), which suggests they were exported from an online design tool rather than drawn as a master. The favicon is the full lockup at 1920px and 112,738 bytes, so in a browser tab the words vanish and the ship is a smudge. The ship used in this page's top bar was cropped from the club's own black file for this document; it is a stopgap, not an asset. The mark needs redrawing as SVG and EPS, with the ship as a separate file, before any signage, flag or large print is commissioned.

Clear space and minimum size Proposed

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

Context	Minimum	Note
Full lockup, print	25mm wide	Vector artwork only
Full lockup, screen	120px wide	Below this GOLF CLUB and the date break up
Ship alone, screen	24px wide	Use instead of shrinking the full lockup

Colour Measured

Decision 1

Colour: the conflict, first

The website is running two palettes on top of each other. The theme was set up with an olive, a blue and a tan. Then every page was hand-coded over it in a green, a gold and two sands, with the colour names written into the code comments. Counted from the stylesheet and all 13 pages read, including the theme's own references:

1 · The pages say, by name

#1B3022Club Green, 64

#C5A059Heritage Gold, 266

#E3D5C1Sand, 22

#F8F6F2Soft Sand, 11

2 · The theme says

#556B2FOlive, primary, 56

#2C3E50"Charcoal", 166

#D2B48CTan, 112

#C5A059the one they share

3 · Left at the theme's defaults

#65BC7B64, never chosen

#212326Footer, 34

#141617Body ink, 74

Three greens and two tans are in circulation, and the colour labelled "Charcoal Text" in the code is a slate blue. The homepage buttons are olive; every heading on the inner pages is Club Green. Heritage Gold is the only colour both layers agree on.

Recommendation

Make Club Green the brand colour, Heritage Gold the accent, and Sand and Soft Sand the grounds. That is what the people who built the pages chose and named, it is what the course looks like, and Club Green leads the hand-set dark colours by 64 declarations to 38. The blue's higher total comes from theme defaults stamped onto every element, not from anyone choosing it. Then give olive one narrow job: links in body copy, which is what the theme already uses it for. It never becomes a button or a fill. Delete #2C3E50, #D2B48C, #65BC7B and #212326 from the theme, set its global colours to the named ones, and most of the hand-written page CSS can go. The mark stays black and white until the club approves a colour version.

On site today Measured

The mark is already being worn

Three of the club's own photographs, the staff portraits on its contact page, show the mark in use: embroidered on the polos. They also show what the website does not. The polos carry the mark in navy and in blue, not black, and one of them carries a second mark that appears nowhere on the site. The caps in the club shop's own photograph read 1896 and SANDS in collegiate capitals, a third type style; that frame is not shown because its shelf labels carry other brands.

A navy polo with the Farnham Golf Club lockup embroidered in white on the chest: the ship, 18 96, FARNHAM and GOLF CLUB — **Navy polo.** The full lockup embroidered in white on navy, worn by Joanne Davies, Club Administrator. Navy is not in the website's palette.

A pale blue polo with a navy embroidered ship over the year 1896, a short rule either side of the date, and no club name — **The 1896 mark.** The ship over the year, with a short rule either side and no club name, in navy on a pale blue polo, worn by Jake Forrest, Golf Services Manager. It is not on the website.

A blue and white striped polo with the Farnham Golf Club lockup embroidered in blue on the chest — **Striped polo.** The full lockup embroidered in blue on a blue and white stripe, worn by Ben Beagley, General Manager.

Colour usage rules

Club Green is the default dark. Headings, primary buttons, footers, and the ground for signage.
Heritage Gold is a line, not a letter, on light grounds. Rules, borders and icons. As type it only ever sits on Club Green.
Sand and Soft Sand are the grounds. Alternate white and Soft Sand. Sand is for one panel at a time, with Club Green type.
Olive is for links. Underlined, in body copy, and nothing else.
The mark is one colour at a time. Black or white on screen, Club Green in print. The polos already embroider it in navy and in blue, which suits cloth. No gold mark until the club approves a colour version.

The palette Measured

Every value, counted

Primary

Club Green

#1B3022
27, 48, 34
44 / 0 / 29 / 81

64 uses. The heading colour on 11 of 13 pages. Dark grounds, primary buttons, footer.

Heritage Gold

#C5A059
197, 160, 89
0 / 19 / 55 / 23

266 uses. Rules, borders and hovers. Type on Club Green only.

Secondary

Sand

#E3D5C1
227, 213, 193
0 / 6 / 15 / 11

22 uses, named "Heathland Sand" in the code. Panels, and type on Club Green.

Olive

#556B2F
85, 107, 47
21 / 0 / 56 / 58

56 uses. The theme's primary and link colour. Links only.

The mark, sampled from the two PNGs

Mark Black

#000000
0, 0, 0

373,106 opaque pixels in the black file, every one of them pure black.

Mark White

#FFFFFF
255, 255, 255

The reversed file. Over photographs and on Club Green.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Soft Sand

#F8F6F2
248, 246, 242
0 / 1 / 2 / 3

11 uses. Alternating section grounds.

Slate

#4A5A6B
74, 90, 107
31 / 16 / 0 / 58

16 uses, "the slate-blue default" in the code. Body copy.

Ink

#141617
20, 22, 23
13 / 4 / 0 / 91

74 uses. The theme's body ink. Maximum-contrast text.

Rule Grey

#E5E4E3
229, 228, 227

32 uses. Borders and dividers.

To retire

"Charcoal Text"

#2C3E50
44, 62, 80
45 / 22 / 0 / 69

166 references, mostly theme defaults. A blue, in a green and gold system.

Tan

#D2B48C
210, 180, 140
0 / 14 / 33 / 18

112 references. Menu hover and the top bar. Sand already does this job.

Theme default green

#65BC7B
101, 188, 123
46 / 0 / 35 / 26

64 uses. Scrollbars and side navigation. Never chosen by anyone.

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.

Club Green on white14.07:1Pass

Slate on white7.08:1Pass

Slate on Soft Sand6.56:1Pass

Olive on white5.95:1Pass

Club Green on Sand9.75:1Pass

Heritage Gold on white2.46:1Both fail

Heritage Gold on Soft Sand2.28:1Both fail

Tan on white1.97:1Both fail

White on Club Green14.07:1Pass

Sand on Club Green9.75:1Pass

Heritage Gold on Club Green5.73:1Pass

White on Heritage Gold2.46:1Both fail

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

Heritage Gold #C5A059 fails as text on white and on Soft Sand, at 2.46:1 and 2.28:1. The site declares it as a text colour 86 times, and the italic subheads under the section titles are set in it on exactly those grounds. That is a live accessibility failure, not a future risk. Set those subheads in Club Green, or in Heritage Gold darkened by a third, #846B3C, at 5.06:1 on white and 4.69:1 on Soft Sand Proposed. This page sets its own gold labels and numerals in that value for the same reason. Gold as type belongs on Club Green, where it passes at 5.73:1.

White on Heritage Gold fails, at 2.46:1. Some buttons on the site turn gold with white labels on hover. A gold hover needs a Club Green label.

Tan #D2B48C and the theme default green #65BC7B fail entirely as text, at 1.97:1 and 2.32:1. Both are on the list to retire.

Display type Proposed the recommended tagline, decision 4

Cinzel, the club's own display face, in capitals because it has no lowercase.

Typography Measured

Decision 5

The site uses three faces, all from Google Fonts. Cinzel sets the H1 and H2 headings. Libre Baskerville italic sets H3 to H6, which on the page means the gold subheads under each title. Montserrat sets the body, the buttons and the navigation. The theme self-hosts all three, and hand-written CSS on the pages imports them again from Google Fonts 11 times, in five different combinations of weights.

All three are open-licensed under the SIL Open Font Licence, so there is no obstacle to print work. Do not substitute Trajan for Cinzel, or Gotham or Proxima Nova for Montserrat. They are the paid faces each is most often mistaken for, and swapping them in quietly changes the brand and adds a licence cost.

The typographic gap, and this page as the argument

Farnham's problem is not a missing serif. It has two. The problem is that Cinzel has no lowercase: it is a capitals-only face, so every main heading on the site is set in capitals whether it is two words or seven, and "A Thriving Community" reads as a shout. The fix is to give each face one job. Cinzel for display lines of four words or fewer, on covers, signage and the scorecard. Libre Baskerville, roman and italic, for every longer heading, in sentence case and in Club Green. Montserrat for everything you read in a block. This page is set the same way so the effect can be judged: Cinzel for display lines, Libre Baskerville for headings and every longer line, and Montserrat for reading. All three are the club's own faces, loaded from Google Fonts.

AaDisplay, Cinzel, capitals only

AaEverything else, Montserrat 400

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

Heather and pine since 1896

H1 · Libre Baskerville 400 · 40 to 48px

Welcome to The Sands

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

Visitors must be established golfers with an active handicap. Tee times are available on weekday afternoons from 1:30pm in summer and 11:30am in winter. Book through the Club Shop on 01252 782109.

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

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Cinzel	400	56 to 72px	1.1	Four words or fewer. Covers, signs
H1	Libre Baskerville	400	40 to 48px	1.15	Page titles, sentence case
H2	Libre Baskerville	400	30 to 34px	1.2	Section headings
H3	Libre Baskerville italic	400	20 to 22px	1.3	Subheads, in Club Green
Body	Montserrat	400	17px	1.6	Paragraphs
Body large	Montserrat	300	20px	1.6	Standfirsts
Caption	Montserrat	400	14px	1.4	Photo captions
Label	Montserrat	600	13px	1.2	Buttons, tags. Uppercase, 0.06em

Typographic rules

Line length 60 to 75 characters. Body copy sits in a column, not edge to edge.
Sentence case for headings. Not Title Case. Capitals only in a Cinzel display line or a small label.
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 very good and it is recent: golden-hour drone and ground work over every hole, the clubhouse from the course, the rooms, and staff portraits added in July 2026. 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.

Measured The image the site uses most, the clubhouse photograph behind the address in the footer of every page (DSC09515-1-scaled.jpg, referenced 124 times across the 31 pages read), has an overhead power line and a telegraph pole across the sky. Two of the best people frames, three women in club polos at the 1st tee and a junior driving off below the terrace, carry Titleist, yourgolftravel and England Golf branding. All three are excluded from the brand set under the club's own rule below.

Golden hour. Low sun through Scots pine, long shadows across the fairway.
Heather in flower. Late summer purple in the foreground, the one thing a parkland course cannot show.
Drone at tree height. The best frames sit just above the pines, not high above the course.
Greens and bunkers, framed to the flag. The club's photographer already works this way across all 18 hole pages.

The gap · the course is covered hole by hole, the people are not

The copy's argument is community, welcome, juniors and a clubhouse worth staying for. The only close photographs of people are tournament frames with sponsors' banners behind them, and the staff portraits on the contact page. Nothing shows a four-ball on the 1st on a Saturday morning, juniors being coached in the studio, the terrace at six o'clock, or a dinner in the Champions Room. 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
Overhead wires, poles, bins and the car park in frame
A competing logo in frame. Sponsors' boards, equipment brands, bag tags and tee markers 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 need an active handicap, with CDH details given at booking.

Smart casual dress: recognised golfing attire.

The Halfway Hut is open daily, between the 6th tee and the 11th green.

Blighton Lane, The Sands, Farnham, Surrey GU10 1PX
01252 782109

Scorecard

Par 72 · 6,449 yards

Blighton Lane, The Sands, Farnham

OutHoles 1 to 9

Hole		Par	S.I.
1	500	5	10
2	462	4	4
3	182	3	12
4	260	4	18
5	364	4	2
6	181	3	8
7	301	4	16
8	307	4	14
9	407	4	6
Out	2,964	35

As published6,449

Tee

PlayerDate

InHoles 10 to 18

Hole		Par	S.I.
10	372	4	9
11	546	5	1
12	401	4	7
13	152	3	17
14	539	5	5
15	206	3	15
16	361	4	13
17	415	4	3
18	493	5	11
In	3,485	37
Out	2,964	35
Total	6,449	72

MarkerHandicap

Scorecard Proposed

A folded card, 110 × 160mm closed. Outside, the cover in Club Green with the white lockup, and the back in Sand with the ship. Inside, all 18 holes with par and stroke index from the club's own hole pages. Those pages publish one set of yardages, 6,449 in all, and do not say which tee it is, so the first tee column carries an uncoloured disc and the other two are left blank until the club supplies them.

The white clubhouse across the course in low evening sun, a green and bunker in the foreground, pines behind — Visitor brochure Proposed
A4. The cover is the club's own photograph of the clubhouse across the course in evening light, over a Club Green panel carrying the visitors page's own heading. Inside, the green fees exactly as the green fees page publishes them, the Mini Tour price and the booking terms, in Club Green on Soft Sand. Heritage Gold appears only as a rule, because it fails as text on Soft Sand.

Low sun behind a stand of Scots pine, long shadows across the fairway — 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: founded in 1896 and opened in 1905, the clubhouse over the 1st and 18th holes, and Mini Tours from £95 a head. The ship stands in for the full lockup, which breaks up at this size.

The view from a clubhouse window over the first tee, four golfers with trolleys waiting to play — 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: founded in 1896 and opened in 1905, the clubhouse over the 1st and 18th holes, and Mini Tours from £95 a head. The ship stands in for the full lockup, which breaks up at this size.

The Farnham Golf Club homepage at 1440 pixels: the white lockup centred over a golden-hour photograph of pines and a green, with Course Status and Members Area buttons in olive — The website Measured
The club's site as built, captured on 6 October 2026 at 20:43 UTC, 1440 and 390 pixels wide. The white lockup centred over the pines, and two buttons in olive with labels in Cinzel. There is no sentence anywhere on the homepage.

The same homepage at 390 pixels wide, the two buttons stacked under the lockup — The website Measured
The club's site as built, captured on 6 October 2026 at 20:43 UTC, 1440 and 390 pixels wide. The white lockup centred over the pines, and two buttons in olive with labels in Cinzel. There is no sentence anywhere on the homepage.

Farnham Golf Club
Blighton Lane, The Sands
Farnham, Surrey GU10 1PX
01252 782109
manager@farnhamgolfclub.co.uk

Farnham Golf Clubfarnhamgolfclub.co.uk

Ben BeagleyGeneral Manager
01252 782109, option 2
manager@farnhamgolfclub.co.uk

Letter and card Proposed

A4 letter and an 85 × 55mm card for Ben Beagley, General Manager, from the contact page. The lockup in Club Green, the address in Montserrat, and a Heritage Gold hairline at the foot. Body lines are placeholders. The card's back is Club Green with the white ship.

2100

Clubhouse
Club Shop
Driving range

Visitors, please report
to the Club Shop

1200

Club Green, the panel
White, the lockup and the three destinations, cut vinyl
Sand, the visitors' line
Heritage Gold, one rule
Plinth, 1375mm wide, set in the verge

Entrance sign Proposed

Drawn to scale at 1:12.5, in millimetres. A Club Green panel, the white lockup, one Heritage Gold rule, and the visitors page's own instruction in Sand. 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 white lockup over the hero photograph, as now. On a white header, the black lockup at 120px minimum, navigation in Montserrat 600 at 15px in Club Green.
Hero: full-bleed golden-hour photograph, Club Green overlay at 30 to 40 per cent so white type clears 4.5:1.
Primary button: Club Green fill, white label. Hover to #274230, the lighter green already in the code, at 11.0:1 with white.
Secondary button: transparent fill, 2px Club Green border, Club Green label.
Links in body copy: olive, underlined. Never gold.
Subheads: Libre Baskerville italic in Club Green, not gold, on any light ground.
Section rhythm: alternate white and Soft Sand, which is what the pages already do.
Every page ends with a way to act: register interest, book a tee time, or ring the club.

Social media

Avatar: the ship alone, black on Soft Sand or white on Club Green. The full lockup is unreadable in a circle.
One name everywhere: the handles are FarnhamSands1896 on Facebook, farnham_golf_club on Instagram and farnhamgc on X. Display name on all three should read Farnham Golf Club.
Post mix: roughly a third course condition and photography, a third club life meaning results, juniors, sections and socials, and a third visitor, Mini Tour and society availability.
Hashtags: a maximum of three, and they should be real. #FarnhamGolfClub #SurreyGolf #HeathlandGolf.

Print

Item	Specification
Scorecards	Club Green and white. The black lockup on the cover. Yardages for every tee in one legible table, which means the club first publishing which tee its hole pages measure.
Signage	Vector artwork only, which does not yet exist. Club Green ground with the white lockup reads best from a distance and at dusk.

Brand don'ts, the one-page checklist

Never rebuild the mark from a screenshot or a web PNG for print. Commission vector artwork first
Never use the full lockup as a favicon or avatar. Use the ship alone
Never set Heritage Gold #C5A059 as text on white or Soft Sand. It measures 2.46:1 and 2.28:1
Never put a white label on a Heritage Gold button. It measures 2.46:1
Never use a colour outside the palette above, and never olive for anything but a link
Never set a paragraph or a long heading in Cinzel. It has no lowercase
Never use Title Case or ALL CAPS for headings, except Cinzel display lines and small labels
Never write stunning, world-class, first-class, premium or bespoke
Never use an em-dash, and never more than one exclamation mark in a social post
Never publish a photograph with a power line, a sponsor's board or another brand's logo in it
Never call the club Farnham Sands
Never route an enquiry to the Office when it can go to a person by name

How we speak

The club sounds like a past captain showing a new member round: proud of the place and its people, sure of its standards, and happy to tell you the story without needing to oversell it.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Slightly formal. Contractions are fine in social posts. Slang is not.
Serious to playful	Mostly serious, with room for dry warmth. Never jokey.
Reserved to enthusiastic	Reserved, and evidenced. The history and the champions do the boasting, so the adjectives do not have to.
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.

Founded 1896.

Owned by its members since 1968.

Heather and pine since 1896.

Where champions learn the game.

The Vardons played the opening match.

Par 72, 6,449 yards.

Ring us on 01252 782109.

Voice qualities Proposed

Five ways to tell it is us

1. Welcoming, not ingratiating

Visitors with an active handicap are welcome on weekday afternoons. Ring the Club Shop on 01252 782109.

Don't

We are delighted to welcome visiting golfers to experience the outstanding quality of Farnham Golf Club.

2. Specific, not superlative

An indoor studio with GC2 and HMT launch monitors, a double-bay teaching area, two practice bunkers and a putting green.

Don't

Members enjoy exclusive access to our "all-inclusive" world-class practice facilities.

3. Plain, not corporate

Lessons with Luke Bone, our Head PGA Professional, start from £95 an hour.

Don't

A Player Development Centre designed for success.

4. Confident, not boastful

Lottie Woad came through our junior section and won the Augusta National Women's Amateur in 2024.

Don't

Farnham Golf Club is immensely proud to call one of golf's brightest generational talents its homegrown champion.

5. Human, not institutional

To book a society day, ring Joanne Davies on 01252 782109, option 2.

Don't

Enquiries for private functions are warmly welcomed and should be made in advance through the Office.

Measured Every "Don't" above is quoted from the club's live site: the visitors, membership, club shop, Lottie Woad and clubhouse pages.

Vocabulary Measured the five live words Proposed the lists

premiumstunningbespokefantasticfirst-class

These five are live on the club's own pages today, premium seven times and bespoke six. World-class, state-of-the-art and unparalleled 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: the Vardons, the Curtis Cup, 1968, Lottie Woad. Replace each word with the thing that made you want to use it.

We say

heathlandheatherScots pineThe Sandsmembersmember-ownedthe clubvisitorsjuniorsthe academythe Club Shopthe terracethe Halfway Hutsince 1896par 72register your interestring us

We don't say

premium livestunning livefirst-class liveworld-class livebespoke livefantastic livepremier livestate-of-the-art liveunparalleled liveluxuriousunrivallednestleda hidden gemprestigiouselevateexperiencereach outFarnham Sands

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. There are three on the live site today.
Numbers. Spell out one to nine, numerals from 10. Always numerals for yardages, pars, handicaps, prices, dates and times: 6,449 yards, par 72, £90, 1.30pm.
Dates. 21 June 2026, not Sun 21st June.
The club's name. Farnham Golf Club in full on first mention and in every formal document. The club after that. The Sands is where the club is, so write at The Sands, never Farnham Sands as a name for the club. Never "FGC" in running copy; the FGC Junior Open can keep its name.

Messaging Proposed

Decision 4

A member-owned heathland club, bringing golfers on since 1896.

Proposed The core message.

Value proposition

Farnham Golf Club has played at The Sands since 1896, and its members have owned the course since 1968. Jack White took it to 18 holes, the Great Triumvirate's Braid and Vardon played the opening match, and the club has gone on producing golfers ever since, from Elizabeth Price and the 1952 Curtis Cup to Lottie Woad and the Augusta National Women's Amateur in 2024. It is heathland golf, heather and Scots pine, par 72 over 6,449 yards, with a junior section, an academy and three professionals to bring you on, and a clubhouse whose terrace looks over the 1st and the 18th.

Tagline routes

Route	Line	Leans on
Landscape and heritage	Heather and pine since 1896.	The course itself and the date already on the mark
The pathway	Where champions learn the game.	Price, Revell and Woad
Ownership	Owned by its members since 1968.	The 1968 purchase

Recommendation

Pick one and hold it for at least three years. Heather and pine since 1896 is the recommendation: short, true of every hole, and it uses the date the mark already carries. Where champions learn the game is the stronger line for a junior or membership campaign, but as a permanent tagline it makes a claim the club has to keep proving.

Key messages, with proof

Message	Proof
It is heathland with a pedigree.	Extended to 18 holes in 1904 with Open Champion Jack White. Opened in 1905 with an exhibition by White, James Braid, Harry Vardon and Tom Vardon.
The members own it.	Bought from the landowner in 1968 for £34,000, after the club had been wound up once and rebuilt by its members.
It produces golfers.	Elizabeth Price, Curtis Cup 1952. Roger Revell, Brabazon Trophy 1973 and The Open at Muirfield 1972. Lottie Woad, Augusta National Women's Amateur 2024 and the Women's Scottish Open on her professional debut in 2025.
There is coaching at every level.	Three professionals, two of them PGA qualified and one in training, lessons from £50 to £95 an hour, an indoor studio with GC2 and HMT launch monitors, a driving range and a short game area.
Visitors can play, on the course's terms.	Established golfers with an active handicap, weekday afternoons, £90 in winter and £120 in summer. Mini Tours for 6 to 8 from £95 with breakfast in the Champions Room.
The clubhouse is worth staying for.	The Sands Bar opens onto the terrace over the 1st and 18th. Dining for up to 100 guests, and the Champions Room for 6 to 14.

Audience angles

Audience	Lead with	Do not lead with
Prospective members	The club and its sections, and what happens after you register interest. Some categories fill, so say which ones do not.	Green fees
Visiting golfers	The course, and the terms stated plainly once: handicap, weekday afternoons, price.	Membership
Societies and Mini Tours	Wednesdays and Fridays, a named person in Joanne Davies, and five minutes from the A31.	Club history
Parents of juniors	The academy, the three professionals, and the route Lottie Woad took through the junior section.	Trophies
Functions and dining	The terrace, the Champions Room for small parties, and rooms for up to 100.	Golf

Contacts and assets

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

General managementBen Beagley, General Manager01252 782109, option 2
Membership and open competitionsRob Colborne, Assistant General Manager01252 782109, option 2
Societies, functions and the clubhouseJoanne Davies, Club Administrator01252 782109, option 2
Golf, retail and visitorsJake Forrest, Golf Services Manager01252 782109, option 1
CoachingLuke Bone, Head PGA Professionallessons booked direct, from £95 an hour
The academyOllie Lewis, Senior PGA Professional and Academy Managerlessons booked direct, from £65 an hour
The academyScott Barham, Trainee PGA Professional and Academy Coachlessons booked direct, from £50 an hour

Club details for all published material

Farnham Golf Club
Blighton Lane, The Sands, Farnham, Surrey GU10 1PX
01252 782109 · farnhamgolfclub.co.uk
facebook.com/FarnhamSands1896 · instagram.com/farnham_golf_club · x.com/farnhamgc

Asset location · to be established

There is no central store of brand assets. The mark lives in the website's uploads folder as two 1920px PNGs named Untitled design, the same file doubles as the favicon, and there is no vector anywhere. The club polos in the club's own photographs carry the mark, so a supplier holds artwork for it: ask for that file first, it may be the nearest thing to a master. The three professionals publish personal webmail addresses for lesson bookings rather than the club's domain. 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
Settle Club Green, Heritage Gold and Sand as the palette
Olive becomes the link colour and nothing else. The theme's blue, tan and default green are deleted, and the theme's global colours are set to the named ones.
Committee
2
Fix the gold text, which fails today
The italic subheads are Heritage Gold on white and Soft Sand, at 2.46:1 and 2.28:1. Club Green or a darkened gold, set once in the theme rather than by hand on each page, where all 86 gold text declarations live now.
GM
3
Commission vector artwork, a colour version and the ship on its own
No signage, flag or large print can be made properly until the SVG and EPS exist. Rename the files while doing it.
GM
4
Choose one tagline and hold it
Recommendation: Heather and pine since 1896.
Committee
5
Give Cinzel one narrow job
Display lines of four words or fewer. Libre Baskerville for longer headings, in sentence case.
GM
6
Commission people photography, and replace the footer image
The course is covered hole by hole. People appear only in tournament frames with sponsors behind them, and the most-used image has a power line across it.
GM
7
Settle the facts that disagree
Mini Tours are 6 to 8 players on one page and 6-12 on another. The England U18 Championship is 2021 on one page and 2025 on another. The hole pages do not say which tee they measure.
GM
8
Ask the web agency to clear the template leftovers
The share image is the theme's demo logo hosted on wokinggolfclub.co.uk, the meta description is navigation text, an overlay image points at the same domain and returns 404, the logo has no alt text, and one page title reads "lottie Woad". The footer credits Cookie Jar Golf.
GM
9
Confirm the mission, values and voice
They are inferred from the club's own writing, not supplied by the club.
Committee
10
Tell the story of the ship
The Men's Open is played for the Silver Frigate and Silver Sword, and the mark is a ship. The site never says why. If there is a reason, it is the best line the club is not using.
Committee

Brand guidelines

The club

Mission

Vision

Owned by the members

The course comes first

Bring players on

Standards, kindly kept

One club, every section

How we look

Positive, for light grounds

Reversed, for dark grounds and photographs

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: the conflict, first

The mark is already being worn

Colour usage rules

Every value, counted

Primary

Secondary

The mark, sampled from the two PNGs

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

Green fees, 18 holes

Visitor brochure Proposed

Social posts Proposed

The website Measured

Letter and card Proposed

Entrance sign Proposed

Website rules

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

Ten things only the club can settle

Settle Club Green, Heritage Gold and Sand as the palette

Fix the gold text, which fails today

Commission vector artwork, a colour version and the ship on its own

Choose one tagline and hold it

Give Cinzel one narrow job

Commission people photography, and replace the footer image

Settle the facts that disagree

Ask the web agency to clear the template leftovers

Confirm the mission, values and voice

Tell the story of the ship