Aerial view at sunset over the course towards Llandudno, the Great Orme headland and the sea, with the low sun on the water

Llandudno Golf Club (Maesdu) · Conwy · Founded 1915

Brand guidelines

Video placeholder · still photograph

The PGA Cup was first won here.

The logo still says 2015.

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 club

A trophy was first won here in 1938 and is still played for today. The club's own logo, meanwhile, is still celebrating a centenary that ended eleven years ago.

The story in one paragraph Measured

Llandudno Town Council bought the old Maesdu estate in 1915, a name that means black field, and engaged James Braid, five times an Open champion, to advise on the layout. The war meant it opened as nine holes. Braid and the club professional Tom Jones finished it as eighteen by about 1924. In September 1938 the club staged the first Professional Home International Series, with Tom Jones captaining Wales and Dai Rees in his side. The silver trophy presented for it went home with the winning England captain, was dented by a wartime bomb blast, returned to the Professional Golfers' Association in the early 1970s, and has been the PGA Cup trophy ever since. The object club professionals play for today is the one first won here. Tom Jones's grandson, Clive Brown, is the serving Captain of the R&A Golf Club of St Andrews. The September Open Meeting he started in 1922 is still played, now over ten days. Amy Boulden, who grew up here as the professional's daughter, won on the Ladies European Tour in 2020. First World War practice trenches on the course are recorded by the Royal Commission on the Ancient and Historical Monuments of Wales, on Coflein. None of this appears on the club's homepage.

The numbers Measured

1915Founded, on land bought by the town council
1938The first Professional Home Internationals, here
6,448Yards off the Gold tees, par 72
132Slope rating, course rating 71.1
18Welsh hole names, one for every hole
2015The year still printed on the club's logo

Three tees on every hole: 6,448, 6,096 and 5,519 yards. The round crosses a public road on foot, because Deganwy Road was a footpath when the course was laid out.

What the club stands for Proposed

Decision 8

Mission

To be the course that visitors to Llandudno are told about, and the club that members here can afford to keep.

Vision

To stop being the third course people find by accident on this coast, and become the one they come back for, without ever competing on price alone.

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

01
The welcome is the product
Two things dominate eighteen years of independent reviews: the view, and how people are treated. One of those the club built.
02
Open to whoever can pay less
The club offers an alternative fee structure to anyone who cannot afford more than £520 a year. No neighbouring club states this as plainly.
03
Custody, not ownership
First club in North Wales to be GEO certified, and Wales Golf Sustainability Project of the Year in 2025.
04
The place has a name in Welsh
Maesdu means black field. Every hole carries a Welsh name. The club barely says so.
05
Say the number
Green fees are published in full. Society prices are not. The first habit is the right one.

Brand personality Welcoming · Unpretentious · Quietly historic · Welsh · Straight about money

The course from the air at sunset, with Llandudno, the Great Orme and the sea beyond

Positioning Proposed

For golfers coming to this coast from the North West, who want a real course and a real welcome without paying a championship green fee, Llandudno Golf Club (Maesdu) is a James Braid layout with a trophy in its history that is still played for, priced for people who want to play it rather than talk about it.

Llandudno Golf Club (Maesdu) crest: a gold arch lettered with the club name over two shields and crossed golf clubs, a central shield with a blue band and a white building, a gold laurel wreath, and ribbons reading Maesdu and 100 Years

The mark Measured

The crest is drawn with a heavy black keyline all the way round it. On a dark ground that keyline disappears and the mark loses its edge. Until a reversed version exists, the workaround on any dark ground is a light circular plate with clear space inside it, as used here. That is a stopgap. The larger problem is what the ribbon at the bottom says, which is dealt with below.

How we look

A crest full of yellow, red, blue and green. A website built from charcoal and two grey-blues. They do not share a single colour.

The crest Measured

Decision 1 and 2

The club's mark is a full heraldic achievement, and it is busy. A gold arch across the top is lettered LLANDUDNO GOLF CLUB. Below it, two shields flank a pair of crossed golf clubs and a ball: the left is red with three arrows in bend, the right is white with a red saltire, each set in gold mantling. A central shield carries a gold chief with a bird's head above it, a blue band, and a green base bearing a white building. A gold laurel wreath runs down both sides. A banner reads MAESDU. Beneath it, a second ribbon reads 100 YEARS, with 1915 and 2015 either side. Proposed The two flanking shields are almost certainly borrowed civic or family arms, but their identification is not established here and should be confirmed by the club before anyone describes them in print.

Problem · the club's only mark is a centenary badge, and the centenary was eleven years ago

The mark in the website header, and the mark served as the phone icon, are the same file, and it reads 1915, 2015 and 100 YEARS. That was a commemorative mark for the club's centenary year. It is now 2026. Every printed item, every shirt and every sign made from this artwork celebrates an anniversary that finished eleven years ago. The favicon folder was checked, because that is where an undated version is often hiding. There is no undated version as artwork. One does exist in thread: the 2026 Ladies Captain’s blazer badge, photographed on the club's own site, carries the crest with no dates and no 100 YEARS ribbon (see On site today, below). There is no reversed version, no single-colour version and no simplified icon.

Good news · the artwork is already vector, which almost never happens

The header logo is not an image file. It is an SVG symbol inside the theme's icon sprite, drawn with 114 paths on a 252.99 by 304.85 viewbox, with the colours set inline on the paths. That means the club already owns clean, scalable master artwork, and it can be enlarged to any size for a sign, a flag or embroidery. Most clubs have nothing of the kind. It also means removing the centenary elements is an edit to a file the club already has, not a commission for new artwork. A designer opens it, deletes the lower ribbon and the two dates, and closes the gold wreath. That is the whole job.

The centenary crest as currently used, with ribbons reading 100 Years, 1915 and 2015

What is in use today

Carries 1915, 2015 and 100 YEARS. Served as symbols.svg#logo in the site header and as apple-touch-icon.png. It is the club's only mark as a file.

Commemorative, and dated

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Primary, undated	Everything. Web, print, signage, apparel	embroidery only	On a 2026 blazer badge, no file
Commemorative	Anniversary years only	SVG, 114 paths	In use as the primary
Vector master (SVG)	Signage, flags, embroidery, large print	252.99 × 304.85	Exists
Reversed	For dark grounds, where the black keyline is lost	none	Missing
Mono	Single colour, embroidery and etching	none	Missing
Icon only	A simplified device for avatars below 32px	none	Missing

The blocker · detail, at the sizes the mark is actually used

The crest carries two ribbons, four dates, a wreath, three shields, a bird's head, crossed clubs and a full ring of lettering. At 180 pixels, which is the size the club serves it as a phone icon, most of that is mud. There is no simplified device to fall back on, so the club is using its most complex asset at its smallest size. An icon-only mark, most likely the central shield alone, is needed before any avatar, app icon or ball marker is produced.

Clear space and minimum size Proposed

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

Context	Minimum	Note
Full crest, print	25mm wide	Use the vector. Below this the ribbons fill in
Full crest, screen	120px wide	Below this the arch lettering and the ribbons break up
Icon-only device, screen	32px wide	Does not exist yet. See decision 2

Colour Measured

Decision 3

Colour: the conflict, first

The club is running two sets of colours that have nothing to do with each other. The crest is yellow, red, blue and green. The website is charcoal and two grey-blues, and its own stylesheet names them as the brand colours. Read directly from the vector artwork, and counted directly from the CSS:

1 · The crest says

#F6E15541 of 114 paths

#E2132BThe two upper shields

#3260B2The central band

#218018The central base

#DDE3D7The field behind the shields

2 · The website says

#33333382 uses, declared brand colour one

#80899E29 uses, declared brand colour two

#B3B8C527 uses, declared brand colour three

#DBB0538 uses, sub-menu links

#F4F1F04 uses, alternate ground

Not one colour appears in both columns. The website was built without reference to the crest, and the crest is worn by a website that shares none of its colours, which is why the badge reads as pinned on rather than belonging.

Recommendation

Keep charcoal #333333 as the brand colour, because 82 declarations of live code already say so and because it is the one value that passes contrast everywhere. Promote the club's existing gold #DBB053 from a sub-menu colour to the accent, because it is the only warm value the website and the crest come close to sharing, and because gold on charcoal is a distinctive pairing on a coast where the neighbours all use blue and green. Then give the crest's yellow, red, blue and green one job and no other: they reproduce the crest, and they are never used to paint anything else. The two grey-blues stay, but only as neutrals for rules, borders and quiet ground, never as text, for the reason set out under contrast below.

On site today Measured

The crest is already out there, in more than one version

Four of the club's own photographs, all published on its website, of the identity in use. Between them they show three different marks and two different names.

A prize-giving group of members with trophies in the clubhouse, in front of a printed backdrop of the centenary crest and the words Llandudno Golf Club (Maesdu), under a wooden board reading Maesdu Golf Club — **Prize-giving, October 2024.** A printed backdrop repeats the centenary crest beside the words *Llandudno Golf Club (Maesdu)*. Above it, a wooden board reads *MAESDU GOLF CLUB*. Two names for one club, in one frame.

An embroidered blazer badge: the crest without dates, LLANDUDNO GOLF CLUB on a red arch, MAESDU on a red banner, a gold wreath, and LADIES CAPTAIN 2026 stitched beneath — **The Ladies Captain’s badge, 2026.** The crest in gold thread with **no dates and no 100 YEARS ribbon**, and two gold beasts holding the flanking shields. An undated version already exists, in embroidery.

Pitch-mark repairers in the professional's shop, each printed with the centenary crest and LLANDUDNO in black and gold, a large crest on the wall behind — **The shop.** Pitch-mark repairers printed with the centenary crest, and the same crest large on the wall behind. Merchandise still carries the 1915 to 2015 mark.

A green pocket patch on a red blazer, stitched MAESDU above a red Welsh dragon and CAPTAIN below — **The Captain’s blazer.** A third mark: a green patch with a red Welsh dragon, lettered MAESDU and CAPTAIN. No crest at all.

Colour usage rules

Charcoal is the default dark. Headers, footers, primary buttons, headings on light grounds.
Gold is a seasoning, not a ground. Never a large filled panel, where it turns mustard. If gold is ever a ground it is the pale tint with charcoal type, and it is used once on a page.
The two grey-blues are neutrals, not text colours. Rules, borders and quiet grounds only. See contrast, below.
The crest colours belong to the crest. Reproduce the crest in those values. Never use the crest yellow, red, blue or green to paint anything else.
Warm Stone breaks up long pages. Alternate white and Warm Stone. Never introduce a third background tint.

The palette Measured

Every value, counted

Primary

Club Charcoal

#333333
51, 51, 51
0 / 0 / 0 / 80

82 uses. The stylesheet's own --brand-color--one. Body copy, headings, dark grounds.

Club Gold

#DBB053
219, 176, 83
0 / 20 / 62 / 14

8 uses. Sub-menu links and the gold-tee marker. Rules, hovers and large headings. Never body text.

Secondary

Slate

#80899E
128, 137, 158
19 / 13 / 0 / 38

29 uses. The stylesheet's --brand-color--two. Currently used for text, which it fails at. Neutral use only.

Pale Slate

#B3B8C5
179, 184, 197
9 / 7 / 0 / 23

27 uses. The stylesheet's --brand-color--three. Rules and quiet grounds. Never text on white.

Pale Gold

#E6C679
230, 198, 121
0 / 14 / 47 / 10

6 uses. The yellow-tee marker. Highlights and rules on charcoal.

Heraldic, crest artwork only, read from the vector file

Crest Yellow

#F6E155
246, 225, 85
0 / 9 / 65 / 4

41 of the crest's 114 paths. The arch, the wreath and both ribbons. Not the same colour as Club Gold.

Crest Red

#E2132B
226, 19, 43
0 / 92 / 81 / 11

The two upper shields. Crest only.

Crest Blue

#3260B2
50, 96, 178

The band across the central shield. Crest only.

Crest Green

#218018
33, 128, 24

The base of the central shield. Crest only.

Crest Field

#DDE3D7
221, 227, 215

The pale ground behind the shields. Crest only.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Warm Stone

#F4F1F0
244, 241, 240

4 uses. Alternating section grounds.

Body Grey

#4B4B4B
75, 75, 75

Body copy where charcoal is too heavy.

Rule Grey

#E4E4E4
228, 228, 228

6 uses. Borders and dividers.

Accessibility Measured

Contrast, measured not asserted

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

Club Charcoal on white12.63:1Pass

White on Club Charcoal12.63:1Pass

Pale Gold on Club Charcoal7.65:1Pass

Club Gold on Club Charcoal6.23:1Pass

Pale Slate on Club Charcoal6.36:1Pass

Crest Red on white4.81:1Pass

Slate on white, as the site uses it for headings and form labels3.51:1Body fail

White on Slate, the site's secondary button3.51:1Body fail

White on Pale Slate, that same button on hover1.99:1Both fail

Club Gold on white2.03:1Both fail

Crest Yellow on white1.33:1Both fail

The hard rules this produces, and one live fault

The secondary button gets harder to read when you hover it. The stylesheet sets it as white on Slate, which is 3.51:1 and already below the 4.5:1 body threshold, then on hover changes the ground to Pale Slate, which takes it to 1.99:1. Hover states are meant to confirm that something is interactive. This one nearly erases the label. It is the single clearest accessibility fault found on the site and it is a two-line fix.

Slate #80899E is not a text colour. The stylesheet currently uses it for h5, h6 and form labels on white, at 3.51:1. Large headings are permissible at that ratio. Form labels and body text are not. Use Club Charcoal.

Club Gold #DBB053 fails for text on white, at 2.03:1. It is a rule, border, icon and large-heading colour on dark grounds, where it passes comfortably at 6.23:1. Never paragraph text on white.

Crest Yellow #F6E155 fails as text entirely, at 1.33:1 on white. It exists to fill the crest. It is never used to set type.

Display type Proposed the recommended tagline, decision 4

Futura PT, the club’s own heading face, from its own Typekit kit.

Typography Measured

Decision 5

The site loads two faces from one Adobe Typekit kit, vrq0doz, serving seven font-face rules in weights 300, 400, 500 and 600. Futura PT carries headings, buttons and form labels, with 28 declarations. Proxima Nova carries body copy, with 11. The stylesheet declares font-family: "futura-pt", arial, helvetica, sans-serif and font-family: "proxima-nova", arial, helvetica, sans-serif.

Both are licensed Adobe fonts, and the kit that serves them is the club's own. Anyone producing print work needs their own Adobe Fonts licence. Do not substitute Jost or Century Gothic for Futura PT, and do not substitute Montserrat for Proxima Nova. They are the common free lookalikes and both are noticeably wider and rounder than the faces they imitate. Futura in particular has a distinctive near-circular o and a very high-waisted a; the substitutes do not.

The typographic gap, and this page as the argument

The club already runs two sans-serifs, a geometric one for headings and a humanist one for text. That is a reasonable working pair, and this page is set in it, so the club can see its own type doing the whole job: Futura PT for display and headings, Proxima Nova for reading, both loaded from the club's own Typekit kit vrq0doz, which serves them to this page. That kit is licensed to the club; any other site using this system needs its own Adobe Fonts licence. The kit carries Futura PT in 300, 400 and 500 only, so headings here use 500, the heaviest it serves, and never a synthesised bold. The gap is not a missing face. It is that the site sets its big headlines in Futura PT 300, which is too light to read over photography.

AaDisplay and headings, Futura PT

AaBody, Proxima Nova 400

Display · Futura PT 400 · 56 to 72px · line-height 1.1

Where the PGA Cup began

H1 · Futura PT 500 · 40 to 48px

Laid out by James Braid in 1915

Body · Proxima Nova 400 · 17px · line-height 1.6

The eighth is called Aber. Walking up the fairway you get the sea, Snowdonia and the Great Orme all at once, which is why three separate reviewers who have never met each other pick out the same hole.

Label · Futura PT 500 · 13px · letter-spacing 0.06em

Book a tee time

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Futura PT	400	56 to 72px	1.1	Hero, brochure covers
H1	Futura PT	500	40 to 48px	1.15	Page titles
H2	Futura PT	500	30 to 34px	1.2	Section headings
H3	Futura PT	500	22 to 24px	1.3	Sub-headings
Body	Proxima Nova	400	17px	1.6	Paragraphs
Body large	Proxima Nova	400	20px	1.6	Standfirsts
Caption	Proxima Nova	400	14px	1.4	Photo captions
Label	Futura PT	500	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 existing photography is genuinely good, and it is the strongest part of the current brand. Keep all of it. There is a commissioned drone shoot covering every hole and a professional interiors shoot from October 2024, 459 images in all. These three are the club's own originals, at full resolution.

Two golfers walking up the eighteenth fairway with trolleys, bunkers short of the green, the clubhouse and the rooftops of Llandudno behind — The eighteenth, played towards the clubhouse. Two golfers in frame, at a distance that reads as company rather than as models. Long lens, compressed, late light.

The clubhouse lounge and bar, with a trophy cabinet under a Maesdu Golf Club sign, captains' portrait boards on the right and diners in the room beyond — The lounge, the bar and the trophy cabinet, with the captains' boards on the right and the dining room in use behind. Honest, and slightly dated in its fittings.

Aerial view at sunset over the whole course towards Llandudno, the Great Orme and the sea with the low sun on the water — The single most useful image the club owns. In one frame: the course, the road that crosses it, the town, the Great Orme and the sea, at sunset.

Measured No image was excluded from this set for a competing logo, flat light or a dress-code breach. The club's library is clean.

The sea, the Orme, or the mountains in shot. The setting is what every reviewer mentions. If none of the three is visible, ask what the frame is for.
Late light. Low and warm, with the sun on the water. The best frames in the library are all within an hour of sunset.
Long lens on the course, wide from the air. The ground-level work compresses the hole against the town behind it. The drone work explains the site.
Greens, golds and slate blue dominate, which is closer to the website palette than the crest is.

The gap · the stills are strong, and there is no film

Unusually, the people problem is half solved already: there are golfers on the eighteenth and diners in the clubhouse, which most club libraries lack. The gap is elsewhere. The club has paid for drone stills of every one of the eighteen holes and has never cut them into a flyover or a course film. Meanwhile the most-watched moving footage of Maesdu in existence belongs to a golf vlogger with 17,200 subscribers, whose nine videos of the course have been viewed between 4,400 and 53,000 times each, and whom the club has never embedded, credited or acknowledged. The second gap is faces: nobody is closer to the camera than about forty metres. Commission one short bank of people at working distance, at the same hour of day, so the two sets read as one. 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, which bars denim jeans and untailored shorts on the course
Grey, flat, overcast light. If the weather is poor, do not shoot
Over-sharpened, HDR-crunched landscapes with haloed tree lines
A frame of the course with no sea, no Orme and no mountain in it, used as a hero
A competing logo in frame. Equipment brands on bag tags, flags or trolleys 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, Futura PT and Proxima Nova, 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. Every piece carries the centenary crest because it is the only file the club has; each takes the undated crest the moment decision 1 produces one.

The Llandudno Golf Club (Maesdu) crest — Scorecard Proposed
A folded card, 110 × 160mm closed. The cover is Club Charcoal with the crest on a light plate, because its black keyline is lost on dark. The back lists the eighteen Welsh hole names, from Y Fferm to Maesdu. Inside, the men's card off the Gold, Silver and Bronze tees, with par and stroke index, as the course overview page publishes it, in the club's own tee colours. The ladies' card is not shown: the club's published version gives two holes stroke index 4 and none index 12.

Hole				Par	S.I.
1	140	140	130	3	16
2	301	291	277	4	14
3	405	396	389	4	2
4	363	338	289	4	12
5	487	467	400	5	10
6	170	153	146	3	8
7	412	401	383	4	4
8	424	384	319	4	6
9	329	281	264	4	18
Out	3,031	2,851	2,597	35

Hole				Par	S.I.
10	385	373	314	4	3
11	177	159	149	3	9
12	516	500	472	5	11
13	381	375	329	4	5
14	304	277	269	4	17
15	450	436	431	4	1
16	494	450	410	5	7
17	193	169	141	3	15
18	517	506	407	5	13
In	3,417	3,245	2,922	37
Out	3,031	2,851	2,597	35
Total	6,448	6,096	5,519	72

A golfer driving from a tee while three friends wait with their bags, mountains across the bay behind — Visitor brochure Proposed
A4. The cover is the club's own photograph of a four-ball on the tee. The inside page is the club's 2026 green fees as its green fees page publishes them on 6 October 2026, the season in force and the next, and the Golf Card at £160 for four rounds. A visitor brochure, not a membership one, because the two membership pages disagree on the full fee, £880 on one and £850 on the other.

18 holes	Sunday to Friday	Saturday
07:30 to 13:00	£65	£80
13:00 to 15:00	£60	£73
Twilight from 15:00	£40	£40

The course from the air at sunset, the sun on the sea and the Great Orme on the right — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to. Each is a fact from the club's own pages on the club's own photograph: the 1938 international that gave the PGA Cup its trophy, the Golf Card, and Sunday lunch in the James Braid Restaurant. The crest sits on its light plate in every one.

The club's homepage at 1440 pixels: a sunset aerial over the course towards the Great Orme, the centenary crest top left, An eighteen hole Championship Course in thin Futura PT — The website Measured
The club's site as it stands, captured on 6 October 2026 at 20:44 UTC, 1440 and 390 pixels wide. Futura PT in its light weight over the drone footage, the centenary crest in the header. The type is right; the mark is eleven years out of date.

The same homepage at 390 pixels wide — The website Measured
The club's site as it stands, captured on 6 October 2026 at 20:44 UTC, 1440 and 390 pixels wide. Futura PT in its light weight over the drone footage, the centenary crest in the header. The type is right; the mark is eleven years out of date.

Website rules

Header: white ground, the crest at 120px minimum, charcoal navigation type at 15px.
Hero: full-bleed late-light photograph, charcoal overlay at 30 to 40 per cent so white headline type clears 4.5:1.
Primary button: Club Charcoal fill, white label, 8px radius, 16px by 32px padding. Hover darkens, it never lightens.
Secondary button: transparent fill, 2px charcoal border, charcoal label. Hover to charcoal fill. Replace the current white-on-Slate button, which fails contrast and gets worse on hover.
Links in body copy: charcoal, underlined. Never gold, which fails on white at 2.03:1.
Section rhythm: alternate white and Warm Stone, which is what the current stylesheet already does.
Every page ends with a way to act: book a tee time, ask about a society day, or ring the club.
Let robots read the site. The server currently returns 403 to automated requests, so price comparison tools and AI assistants cannot see any of this.

Live faults, found on the site on 3 September 2026

A brand book cannot fix these, but nothing else in this document is worth doing while they are live. The visitor information page returns a 404. The diary page also 404s, while still being listed in the club's own sitemap. The what's-on page loads and is completely empty. A page at /styles/ is a public, unedited website-template demonstration, full of placeholder Latin text and a telephone number belonging to another business. And two live membership pages give two different prices for the same thing: the join page says £880 for 2026, the benefits page still says £850 for 2025. No page carries a meta description or a share image, so anything shared to social or surfaced in search is displayed with whatever the platform can scrape.

Social media

Avatar: an icon-only device on white, once one exists. The full crest, with two ribbons and a ring of lettering, is illegible in a circle. It is currently used at 180px as the phone icon.
Post mix: roughly a third course and photography, a third club life meaning results, sections, juniors and socials, and a third visitor, society and open-competition availability. The current feeds are close to all trophy presentations, which speaks to members and to nobody else.
Hashtags: a maximum of three, and they should be real. #Maesdu #LlandudnoGolf #NorthWalesGolf.
Never post a grey-sky photograph. Hold it until the light is right.

Print

Item	Specification
Scorecards	Charcoal and white. The undated crest on the cover, once it exists. Yardages for all three tees in one legible table, and a corrected ladies' stroke index. This is the piece most used and most often badly set.
Signage	Use the vector, which already exists. Charcoal ground with the crest on a light plate, because the crest's black keyline disappears on dark. The club currently has seven different typefaces across its signs, so replacement should be planned as one set, not one sign at a time.

Brand don'ts, the one-page checklist

Never print 100 YEARS, 1915 to 2015 or any dated ribbon on new material. The centenary ended eleven years ago
Never set white type on Slate #80899E or Pale Slate #B3B8C5. Both fail, and the button that does it gets worse on hover
Never set Club Gold #DBB053 as body text on white. It fails at 2.03:1
Never set Crest Yellow #F6E155 as type at all. It fails at 1.33:1
Never use the crest's red, blue or green to paint anything that is not the crest
Never substitute Jost or Century Gothic for Futura PT, or Montserrat for Proxima Nova
Never use Title Case or ALL CAPS for headings, except on small labels and buttons
Never write stunning, breath taking, fabulous, prestigious or boasting. All five are live on the club's own pages today
Never use an em-dash, and never more than one exclamation mark in a social post
Never publish a grey-sky or flat-light photograph
Never publish a price on one page and a different price for the same thing on another
Never leave a page live with placeholder text on it

How we speak

The club should sound like someone who knows exactly what this place is worth and has never felt the need to shout about it. Welsh, warm, and a little dry.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Slightly casual. Contractions are fine. Slang is not.
Serious to playful	Mostly serious, with room for dry warmth. Never jokey.
Reserved to enthusiastic	Warm, and evidenced. Enthusiasm is earned with a fact, not asserted with an adjective. The club has more facts than almost any course at its price.
Ornate to plain	Plain, always.

The voice, in seven lines Proposed

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

Laid out by James Braid in 1915.

The trophy first won here is still played for.

Where the PGA Cup began.

Eighteen holes, eighteen Welsh names.

The eighth is called Aber. You will see why.

Cross the road after the first.

Ring us on 01492 876450.

Voice qualities Proposed

Five ways to tell it is us

1. Specific, not superlative

The eighth gives you the sea, Snowdonia and the Great Orme in one look.

Don't

Stunning panoramic views and breath taking scenery. Both phrases are live on the site today.

2. Historic, not pompous

The PGA Cup trophy was first won here in 1938. It still has the dent from the bomb.

Don't

The club is steeped in a rich and prestigious heritage.

3. Plain about money

Summer weekday, £70. Winter weekday, £45. Four rounds on a card, £160.

Don't

Societies and large parties should contact the office to discuss packages. This is what the site says instead of a price.

4. Welsh, without translating itself

The eighth is Aber. The fifteenth is Y Dref. The last one is Maesdu, the black field the whole place is named after.

Don't

Our holes have traditional Welsh names, adding to the unique character of your visit.

5. Human, not institutional

Ring Karen or Luke in the office on 01492 876450, option 1.

Don't

Please contact the club office for further information.

Vocabulary Measured the five live words Proposed the lists

stunningbreath takingfabulousprestigiousboasting

These five are live on the club's own pages today. The site says "stunning panoramic views" and "breath taking panoramic views" within the same paragraph of copy, "our fabulous clubhouse" on the eighteenth hole page, "the prestigious Penfold Tournament" in the history, and opens with "Boasting an 18-hole Championship Course". They are what the writing reaches for when it has run out of facts, and this club has a 1938 international and a trophy that is still played for. Replace each one with the thing that made you want to use it.

We say

BraidMaesduthe black fieldwelcomevisitorsmembersthe cluba fair testin conditionthree teesthe Ormethe estuaryyour roundthe clubhousesectionsring us19151938

We don't say

stunning livebreath taking livefabulous liveprestigious liveboasting livestate-of-the-artpremierluxuriousexclusiveunrivalledbespokenestleda hidden gemworld-classelevateexperiencereach 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: 6,448 yards, par 72, £45, 8.30am.
Dates. 3 September 2026, not 3rd Sept.
The club's name, and this needs settling. Four forms are live on the club's own channels right now: Llandudno Golf Club (Maesdu) in every page title, Llandudno (Maesdu) Golf Club in the footer and postal block, Llandudno Golf Club - Maesdu on Facebook, and Maesdu Golf Club in running copy. The recommendation is Llandudno Golf Club (Maesdu) in full on first mention and in every formal document, Maesdu thereafter in running copy, and the club after that. Never the initials. See decision 9.
Welsh place and hole names take their proper spelling and are never anglicised: Maesdu, Aber, Y Dref, Bryn Gosol, Llys Helyg, Y Rheilffordd.

Messaging Proposed

Decision 4

A James Braid course on the Llandudno coast, and the trophy that started here.

Proposed The core message.

Value proposition

Llandudno Golf Club (Maesdu) has been here since 1915, on land the town council bought to give local people a course and to bring visitors to the resort. James Braid advised the layout and finished it with the club professional Tom Jones by about 1924. In 1938 it staged the first Professional Home International Series, and the trophy presented for it is the one club professionals still contest as the PGA Cup. The course runs to 6,448 yards and par 72, every hole has a Welsh name, and the eighth gives you the sea, Snowdonia and the Great Orme in a single look. It costs £70 on a summer weekday, against £125 next door. Visitors are welcome every day of the week.

Tagline routes

Route	Line	Leans on
The trophy	Where the PGA Cup began.	1938, and an object still played for. Nobody else can say it
The architect	Braid, on the Orme.	A five-time Open champion, and the landmark everyone knows
The place	The black field.	What Maesdu actually means, which almost no visitor knows

Recommendation

Pick one and hold it for at least three years. Where the PGA Cup began is the recommendation: it is short, it is verifiable, it belongs to this club alone, and it turns a fact the club currently buries on its history page into the reason to come. It also solves the crest problem sideways, by giving the club a date to be proud of that is not 2015.

Key messages, with proof

Message	Proof
The trophy started here.	The first Professional Home International Series, 28 to 30 September 1938. The silver trophy has been the PGA Cup since 1973, dent and all.
It is a Braid course.	Laid out on the advice of James Braid, five times Open champion, and completed with the club professional Tom Jones by about 1924.
The view is the reason people remember it.	The single most repeated line in eighteen years of independent reviews, across every platform. The eighth, Aber, is named for the estuary it looks over.
It costs about half what the neighbour charges.	£70 on a summer weekday here, against £125 at Conwy. Four rounds on a golf card for £160.
It is looked after.	First club in North Wales to earn GEO Foundation certification, in January 2025, and Wales Golf Sustainability Project of the Year the same year.
Anyone can afford to join.	No joining fee, and an alternative fee structure on application for anyone who cannot afford more than £520 a year.

Audience angles

Audience	Lead with	Do not lead with
Visitors from the North West	The view and the price. This is the largest single source of visitors to Llandudno at 36.9 per cent of domestic trips, so it is the audience to write for first. Two hours from Cheshire, half the green fee of the course next door, and a hole named after the estuary you can see from it.	Club history, at first contact
Societies and groups	A published price and a named person. The club currently publishes neither, which is the single biggest commercial gap in this document.	Asking them to ring for a quote
Prospective members	No joining fee, no waiting list, and the affordability provision. Say the £520 figure out loud.	Yardage
Golf-break buyers and operators	Braid, 1938 and the PGA Cup. The club is currently sold as the cheap third course in someone else's package; this is the argument for being the reason for the trip.	Being the value option
Members	Custody. The GEO certification, the Rainscape wetland, the greenkeeping team, and where the subscription goes.	Marketing language

Contacts and assets

Brand guardian: Gareth Hall, Club Manager. All brand decisions, all approvals, and any exception to this document.

Club management and brand approvalsGareth Hall, Club Manager01492 876450, option 1
The board, and the greens committeeNeil Thomas, Chairman and Greens Chairvia the office
Enquiries and bookingsKaren and Luke, in the office01492 876450, option 1
Coaching, custom fitting and the shopAnthony Middleton, Club Professional01492 876450, option 2
The courseDaniel Evans, Head Greenkeepervia the office
Restaurant and hospitalityLuke Thomas, Hospitality Manager01492 876450, option 3

Club details for all published material

Llandudno Golf Club (Maesdu)
Hospital Road, Llandudno, Conwy LL30 1HU
01492 876450 · maesdugolfclub.co.uk
facebook.com/MaesduGolfCourse · instagram.com/maesdugolfclub

Asset location · to be established

There is currently no central store of brand assets. The one piece of master artwork the club owns is buried inside the website theme's icon sprite at build/static/symbols.svg, where it is a developer file rather than a brand asset, and it carries the centenary ribbon. Extracting it, producing the undated version, and setting up a single shared folder holding the vector, the approved photography and this document should be the first action taken from these guidelines.

Open decisions

Nine things only the club can settle

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

1
Retire the centenary crest and produce an undated primary
The mark in the header and on the phone icon reads 1915, 2015 and 100 YEARS. The centenary ended eleven years ago. The vector already exists, so this is an edit, not a commission: delete the lower ribbon and the two dates, close the wreath. The 2026 Ladies Captain’s blazer badge already shows the undated crest in thread, so the club has seen the result.
Manager
2
Produce reversed, single-colour and icon-only versions
The crest has a black keyline that vanishes on dark grounds, and it is far too detailed to work at 32px. There is no fallback device for avatars, app icons or ball markers.
Manager
3
Settle the palette, given the crest and the website share no colour
Recommendation: charcoal as the brand colour, the existing gold promoted to accent, the crest colours restricted to the crest, and the two grey-blues demoted to neutrals.
Committee
4
Choose one tagline and hold it
Recommendation: Where the PGA Cup began.
Committee
5
Keep Futura PT and Proxima Nova, and set headlines heavier
The two faces already do the job, as this page shows. Move the website’s big headlines from Futura PT 300 to 400 or 500, so they hold up over photography.
Manager
6
Cut a course film from the drone stills the club already owns
Every hole has been photographed from the air and none of it has been made into a flyover. Meanwhile a vlogger the club has never credited holds the most-watched footage of the course.
Manager
7
Publish a society price
There is no society page and no price anywhere on the site, while the club's nearest competitor publishes a full one with an enquiry form. A third-party listing quotes £24 per person, which nobody at the club appears to have seen.
Committee
8
Confirm the mission, values and voice
They are inferred from the club's own writing and its reviews, not supplied by the club.
Committee
9
Settle one form of the club's name
Four are live at once across the club's own channels. Every sign, card and letterhead made before this is settled will be wrong in one of the four ways.
Committee

Brand guidelines

The club

Mission

Vision

The welcome is the product

Open to whoever can pay less

Custody, not ownership

The place has a name in Welsh

Say the number

How we look

What is in use today

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: the conflict, first

The crest is already out there, in more than one version

Colour usage rules

Every value, counted

Primary

Secondary

Heraldic, crest artwork only, read from the vector file

Neutrals

Contrast, measured not asserted

Hierarchy Proposed

Typographic rules

What to avoid

The brand on the things the club sends

The eighteen

Scorecard Proposed

Green fees and the Golf Card

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. Specific, not superlative

2. Historic, not pompous

3. Plain about money

4. Welsh, without translating itself

5. Human, not institutional

House rules

Value proposition

Tagline routes

Key messages, with proof

Audience angles

Club details for all published material

Nine things only the club can settle

Retire the centenary crest and produce an undated primary

Produce reversed, single-colour and icon-only versions

Settle the palette, given the crest and the website share no colour

Choose one tagline and hold it

Keep Futura PT and Proxima Nova, and set headlines heavier

Cut a course film from the drone stills the club already owns

Publish a society price

Confirm the mission, values and voice

Settle one form of the club's name