Low evening light across the 4th on the Blythe loop: two bunkers set in russet rough, the green beyond, and a heavy sky over a distant tree line

Stonebridge · Meriden · West Midlands

Brand guidelines

Video placeholder · still photograph

Twenty-seven holes.

One welcome.

Before you start

This is a reverse-engineered brand system. It was compiled by reading the live website, counting the actual colour values and typefaces in the site's stylesheet, and reading the logo files the site serves. Everything about colour, type and factual detail is measured and checkable today. Everything about voice, values, messaging and the one new colour is a proposal drawn from how the club already writes and looks, 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 course that has hosted professional tours, and a dress code the club calls relaxed and welcoming. That is not a contradiction. It is the whole proposition.

The story in one paragraph Measured

Stonebridge sits in Meriden, between Coventry and Solihull, in the grounds of the historic Packington Estate. Its 27 holes run across three loops of nine, Hampton, Somers and Blythe, which combine into three 18-hole courses. The course has been on Sky Sports, has staged PGA EuroPro Tour events and the Sky Sports European Junior Open, and has welcomed some of Europe's leading professionals. The same estate holds a floodlit lake driving range, an adventure golf course, a clubhouse with a bar open to everyone, and a pro shop. The club says it wants members to feel valued and visitors to feel welcome. A championship test with a door that is open is the only claim here nobody nearby can copy, and the club has not yet put it in one sentence.

The numbers Measured

27Holes, in three loops of nine
3Eighteen-hole courses to choose from
13Holes where water comes into play
485Yards, the par 4 5th on the Somers loop
200Acres of parkland estate grounds
250Club competitions a year, and more

Hampton measures 2,800 yards and plays to par 33. Somers is 3,403 yards, par 37. Blythe is 2,806 yards, par 34. Add any two loops and you have an 18-hole course.

What the club stands for Proposed

Decision 8

Mission

To give every kind of golfer, from a first-timer to a county player, a proper 27-hole course and a welcome that does not depend on whether they are a member.

Vision

To be the Midlands course people recommend to friends of every standard, because it is a real test, easy to book, and warm from the car park to the bar.

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

01
Welcome before ceremony
Visitors are welcome all year and the Spike Bar is open to everyone, whether or not they are playing.
02
A real test
27 holes, water on 13 of them, and a 485-yard par 4 that would suit a major venue.
03
Choice of length and of way in
Three 18-hole courses, juniors and young adults by age band, flexible credits, corporate packages.
04
Practical help, plainly given
Order food from the 7th green. Book online and save five pounds. Say what the dress code is, and why.
05
More than a round
A lake driving range, adventure golf, a studio, a bar, a meeting suite, and coaching through Ignite Golf.

Brand personality Welcoming · Practical · Down to earth · Sporting · Quietly proud

The 3rd on the Somers loop in low sun: a long fairway running away between two sand bunkers, trees along the horizon under a blue sky streaked with cloud

Positioning Proposed

For golfers between Coventry, Solihull and Birmingham who want a proper test without the stiffness, Stonebridge is a 27-hole parkland course in the Packington Estate that has hosted professional tours and still says, in writing, that members should feel valued and visitors welcome. You can play it as a visitor, join by the month, or bring a group, and you can eat, practise and play adventure golf on the same site.

The mark Measured

The logo's grey is too light to read on Charcoal, so this page puts the mark on a light circular plate on dark grounds. That is a choice made for this page. The club already serves a white version of the logo for dark photographs, and that is the correct mark on a dark ground. Reverse it, do not plate it, when you make real material.

How we look

A stone arch in two greys, a face for big headlines, and photography that does all the colour work. The job is to give those three one rule to follow.

The logo Measured

Decision 3

The club's mark is a stone bridge drawn as a wall arch: a keystone at the crown, voussoirs stepping down each side, a course of blocks either side, and the word STONEBRIDGE set below in serif capitals with a hairline rule above and beneath. It is drawn in two greys only, #616161 for the lettering and arch outline and #ABABAB for the stonework fill.

Good news · the artwork is vector, and a reversed version exists

Most clubs serve only a small raster crest. Stonebridge serves its logo as SVG in two files, one for light grounds and one for dark, plus a square favicon, all from the club's own Webflow files. That means signage, flags and embroidery can be made from what already exists, with no commission.

Light grounds

The file the site calls Stonebridge_Logo_black.svg. Despite the name it is grey, not black. 127 × 47 units, vector. Use on white and Stone only.

Primary mark

Dark grounds and photographs

The file the site calls Stonebridge_Logo_white 1.svg. Vector. This is what sits over the homepage video today. Use it on Charcoal and on photographs.

Reversed mark

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Primary, grey	Light grounds. Web, print, signage	SVG	Exists
Reversed, white	Charcoal and photographs	SVG	Exists
Favicon	Browser tab, 32 pixels	SVG	Exists
Mono, single colour	Embroidery, etching, one-colour print	none	Missing
Icon only	The arch alone, for avatars below 32px	none	Missing
Square lock-up	Social avatars, app icons	none	Missing

The blocker · the stonework grey fails on white

The lighter grey in the artwork, #ABABAB, is 2.3:1 against white. That is fine for a fill inside a logo and unusable as text or a thin line. The lettering grey, #616161, is 6.19:1 and passes. The practical consequence is that the logo cannot sit on Charcoal at all (2.04:1), and any attempt to recolour it to match a new accent should start from the vector, not from a screenshot.

Clear space and minimum size Proposed

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

Context	Minimum	Note
Full logo, print	30mm wide	Vector artwork only
Full logo, screen	110px wide	Below this the hairline rules and the stone joints disappear
Arch only, screen	32px wide	An icon version has to be cut from the vector first

Colour Measured

Decision 2

Colour: there is no brand colour

Every colour the site's stylesheet uses more than once is a grey, and so is the logo. The only other values in the code are two Webflow blues and a slate, each used twice. Counted from the CSS, and read from the logo files:

1 · The logo says

#616161Lettering and outline

#ABABABStonework fill

#FFFFFFReversed file

2 · The website says

#33333312 uses

#FAFAFA11 uses

#BDBDBD8 uses

#DDDDDD7 uses

3 · The odd ones out

#3898EC2 uses

#0082F32 uses

#5D6C7B2 uses

The site reads as grey type on photography, and the logo is grey on grey. That is a coherent look, but it means the course's own green and the club's name have nothing in common, and nothing carries across to a flyer, a flag or a polo shirt.

Recommendation

Keep Charcoal #333333 as the brand colour, because it is the most used measured colour on the site, and keep both logo greys exactly as drawn. Then add one colour, a course green, sampled from the club's own photography at #809839 and darkened to #5B6E23 wherever it has to carry type. It is a proposal, not a measurement, and it needs the club's yes (decision 2). The two stray blues and the slate are deleted from the stylesheet and never used.

Applied Measured

On site today

One frame in the club's photography shows the brand on the building. The rest of the site's images carry no signage at all.

The clubhouse gable carrying STONEBRIDGE in raised serif capitals on a dark fascia, the sun flaring behind the roof — The clubhouse sign. The word is set in raised serif capitals on a dark fascia, the same lettering family as the logo, but there is no arch and no stonework: the sign says the name and nothing else.

Colour usage rules Proposed

Charcoal is the default dark. Headers, footers, primary buttons, headings on light grounds.
The logo greys never move. Grey on white and Stone, white on Charcoal and on photographs. Never grey on Charcoal.
Course green is a seasoning, not a ground. Rules, labels and one highlight per layout. If it is ever a ground it is Pale Green with Charcoal type, and it is used once.
Light Green and Pale Green are for dark grounds only. They are too pale to read on white.
Stone breaks up long pages. Alternate white and Stone. Never introduce a third background tint.

The palette Measured the greys Proposed the greens

Every value, counted or sampled

Primary

Charcoal

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

12 uses, the most of any colour in the stylesheet. Headings, dark grounds, buttons.

Logo Grey

#616161
97, 97, 97
0 / 0 / 0 / 62

The logo's lettering and outline, 11 paths. Secondary text and links on light grounds.

Course green Proposed

Packington Green

#809839
128, 152, 57
16 / 0 / 62 / 40

Sampled from the grass in the club's own 2026 photograph of a putt. Fills and rules only, never text (3.25:1 on white).

Green, for type

#5B6E23
91, 110, 35
17 / 0 / 68 / 57

The same green darkened until labels pass: 5.68:1 on white.

Light Green

#A9C060
169, 192, 96
12 / 0 / 50 / 25

Dark grounds only. 6.25:1 on Charcoal.

Pale Green

#D6E3A8
214, 227, 168
6 / 0 / 26 / 11

The one green ground, with Charcoal type. 9.27:1.

Logo artwork only

Stonework Grey

#ABABAB
171, 171, 171
0 / 0 / 0 / 33

The arch fill, 2 paths. Reproduce the logo with it. 2.3:1 on white, so never type.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Off White

#FAFAFA
250, 250, 250
0 / 0 / 0 / 2

11 uses. Light text on dark and soft panels.

Stone

#F5F5F5
245, 245, 245
0 / 0 / 0 / 4

3 uses. Alternating section grounds.

Rule Grey

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

7 uses. Borders and dividers.

Mid Grey

#BDBDBD
189, 189, 189
0 / 0 / 0 / 26

8 uses. Links and details on Charcoal.

Body Grey

#4B4B4B
75, 75, 75
0 / 0 / 0 / 71

3 uses. Body copy.

Ink

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

6 uses. Maximum-contrast text.

Accessibility Measured

Contrast, measured not asserted

Contrast ratios calculated to WCAG 2.1 from the 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.

Charcoal on white12.63:1Pass

Body Grey on white8.72:1Pass

Logo Grey on white6.19:1Pass

Green, for type, on white5.68:1Pass

Packington Green on white3.25:1Body fail

Mid Grey #989898 on white2.88:1Both fail

Stonework Grey on white2.30:1Both fail

White on Charcoal12.63:1Pass

Pale Green on Charcoal9.27:1Pass

Light Green on Charcoal6.25:1Pass

Stonework Grey on Charcoal5.50:1Pass

Logo Grey on Charcoal2.04:1Both fail

Packington Green on Charcoal3.89:1Body fail

The hard rules this produces

The logo's grey, #616161, never goes on Charcoal. It is 2.04:1. On a dark ground use the white logo file, which the club already has.

Stonework Grey #ABABAB and Mid Grey #989898 are never text. Both fail on white, at 2.30:1 and 2.88:1. They are fills and hairlines only.

Packington Green #809839 is never type. It fails body size on white and on Charcoal. Where green has to carry words it is #5B6E23 on light grounds and #A9C060 on dark.

Display type Proposed the recommended tagline, decision 7

Bebas Neue, a free stand-in for the club's own display face, Thunder. See decision 4.

Typography Measured

Decision 4

The site sets two faces. Thunder, a condensed all-capitals display face loaded as a custom file from Webflow, carries the headlines and has 25 declarations. Work Sans, an open-licence face on Google Fonts, carries everything else and has 51. The stylesheet declares font-family: Work Sans, sans-serif and font-family: Thunder, sans-serif.

Thunder is not on Google Fonts and nothing in the site tells us its licence. Do not download it from the club's pages to host it elsewhere. Get the files, and the web and print licence, from the club or from whoever supplied the original website.

Why this page uses a stand-in

This page is set in Bebas Neue for display and Work Sans for everything else. Work Sans is the club's own face. Bebas Neue is a free condensed capitals face chosen by eye as the nearest match to Thunder, and it has not been overlaid on the real letterforms, so treat the match as close but unproven. If the club supplies Thunder, it replaces Bebas Neue on the Display and H1 rows only. Do not substitute Impact, Oswald or Anton for either.

AaDisplay, Thunder (stand-in: Bebas Neue)

AaEverything else, Work Sans

Display · Thunder or Bebas Neue · capitals · 56 to 96px · line-height 1

Twenty-seven holes

H1 · Work Sans 600 · 40 to 48px

Visitors are welcome all year

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

Three loops of nine, Hampton, Somers and Blythe, combine into three 18-hole courses. Water comes into play on 13 of the 27 holes, so every tee shot asks for a decision.

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

Book tee off

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Thunder	400	56 to 96px	1	Hero, banners. Capitals only
H1	Work Sans	600	40 to 48px	1.15	Page titles
H2	Work Sans	600	30 to 34px	1.2	Section headings
H3	Work Sans	600	22 to 24px	1.3	Sub-headings
Body	Work Sans	400	17px	1.6	Paragraphs
Body large	Work Sans	300	20px	1.6	Standfirsts
Caption	Work Sans	400	14px	1.4	Photo captions
Label	Work Sans	600	13px	1.2	Buttons, tags. Uppercase, 0.06em

Typographic rules

Thunder is display only. Headlines of a few words, in capitals. Never a paragraph, never a caption, never a label.
Line length 60 to 75 characters. Body copy sits in a column, not edge to edge.
Sentence case for every heading below Display. Not Title Case, not ALL CAPS except on small labels and buttons.
Never centre a paragraph. Never justify it either.

Photography Measured

Decision 6

The club's course photography is genuinely good and it already has a consistent look. Keep all of it. It is the strongest part of the current brand, and the only place the club has any colour. These are the club's own originals, fetched at full resolution from its website.

The 1st on the Hampton loop at sunset: a wide fairway rolling away under high streaks of cloud, trees along the horizon — The first fairway on Hampton under a high, streaked sky. Soft pink and blue, no people, and it sells the openness of the estate.

A mown tee and fairway in summer sun looking back toward the brick clubhouse and its tiled roofs among trees under a pale sky — Looking down a fairway to the clubhouse. Mown stripes in bright light, the building small and low among trees. It shows the course and the door the club says is open, in one frame.

Measured The adventure golf pages carry photographs with children in frame. Paid-use consent for those is still unconfirmed with the club, so none is used here. Several frames on the site carry equipment-brand logos on bags, which is allowed in a crowd shot and cropped out of any hero.

Low, warm light. Long shadows, russet rough, soft pink and blue skies.
Big skies. The horizon sits low and the sky takes a third of the frame or more.
One bunker, one tree line, one flag. The simple composition. Do not crowd the frame.
Greens and straw-golds dominate, which is why the one proposed colour is a green.

The gap · people are small, from behind, or one at a time

The copy's argument is welcome, social golf, a bar open to everyone, and a club for women and juniors. The photography is mostly empty landscape, and the people in it are mainly from behind. On 15 October 2026 the women's section told Kelvin Pugh that the site was very male dominated. The new women's frames on the site answer part of that. Commission a second bank to sit beside them: a mixed four-ball on the first tee, the Spike Bar in use at five o'clock, juniors being coached, the women's section on the range. Same low light, same warm grade. Working ratio: 60 per cent landscape, 40 per cent people, and the people close enough to see their faces.

What to avoid

Stock photography of golfers who are obviously not at this course
Anyone in frame breaking the dress code: denim, cargo trousers, tracksuits, sports shirts
Grey, flat, overcast light. If the weather is poor, do not shoot
Over-sharpened, HDR-crunched landscapes with haloed tree lines
Group shots that look like a five-ball. Kelvin's own note on the coaching photos, 21 October 2026
Frames with children until paid-use consent is confirmed
AI-generated images of people. The club's own team has offered some. The campaign kit's rule is genuine photography only

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 typeface or its nearest free stand-in, and built from the club's own photographs. Every fact on them is from the club's website. The logo is placed as the artwork it is, never redrawn or recoloured. Only the website itself is measured; the rest is proposed.

Before you play

Visitors are welcome all year.

Golf shoes on the course, please. Denim, cargo trousers, tracksuits and sports shirts are not allowed.

Somers Road, Meriden, Coventry, West Midlands CV7 7PL
01676 522442

Holes

Scorecard

27 holes · three loops of nine

Hampton, Somers and Blythe

The loopsYards and par

Loop	Yards	Par
Hampton	2,800	33
Somers	3,403	37
Blythe	2,806	34
Somers / Hampton	6,203	70
Hampton / Blythe	5,606	67
Blythe / Somers	6,209	71

Hampton2,800

Somers3,403

Blythe2,806

PlayerDate

ScoresHoles 1 to 9

Hole	Yards	Par	S.I.	Score
1
2
3
4
5
6
7
8
9
Total

MarkerHandicap

Scorecard Proposed

A folded card, 110 × 160mm closed. Outside, the logo on its Stone plate over Charcoal, and a back in Stone with the club's own facts. Inside, the three loops with their yardages and pars, which add up to the three 18-hole courses. The hole-by-hole yardages, pars and stroke indexes sit in the club's downloadable PDF scorecards, which were not read for this book, so those cells are blank rather than invented.

Low evening light across the 4th on the Blythe loop: two bunkers set in russet rough and a heavy sky — Membership brochure Proposed
A4. The cover is the club's own evening frame over a Charcoal panel, with the line the membership page opens with. The inside page uses the published prices and the benefits the club lists. Corporate is on request, and the age-band prices are not published, so those say ask.

Membership brochure Proposed
A4. The cover is the club's own evening frame over a Charcoal panel, with the line the membership page opens with. The inside page uses the published prices and the benefits the club lists. Corporate is on request, and the age-band prices are not published, so those say ask.

The 1st on the Hampton loop at sunset under a streaked sky — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to. Each is one fact from the club's site on one of the club's own photographs: the three 18-hole courses, the online saving for visitors, and the bar being open to non-golfers. Pale Green is used once, as a ground with Charcoal type, as the colour rules allow.

Social posts Proposed
Three posts at 4:5, the shape Instagram crops to. Each is one fact from the club's site on one of the club's own photographs: the three 18-hole courses, the online saving for visitors, and the bar being open to non-golfers. Pale Green is used once, as a ground with Charcoal type, as the colour rules allow.

The same homepage at 390 pixels wide — The website Measured
The club's site as it stands, captured on 4 November 2026 at 23:24 UTC (23:24 GMT), 1440 and 390 pixels wide. Thunder in the headline, Work Sans in the menu, the white logo over video, and one thing the brand does well: it lets the aerial footage carry the page.

Letter and card Proposed
A4 letter and an 85 × 55mm card, to the book's own letterhead rule: the logo top-left at 25mm, the address at the foot in Body Grey, a green rule above it. Body lines are placeholders. The card is Kelvin Pugh's, General Manager, with the address and number from the club's footer and his own email signature. The back is Charcoal with the logo on its Stone plate, because the grey mark cannot sit on Charcoal.

2100

Stonebridge

Golf
Driving range
Adventure Golf
Clubhouse

Visitors welcome
all year

1200

Charcoal #333333, the panel
Stone, the plate behind the logo
White, the name and destinations, cut vinyl
Pale Green, the welcome line
Light Green, one rule
Plinth, 1375mm wide, set in the verge

Entrance sign Proposed

Drawn to scale at 1:12.5, in millimetres. There is no photograph of the entrance in the club's website, so the sign is drawn rather than put into a picture. No paint or Pantone references exist in any source read, so colours are matched at quote. At this size the plate carries the logo; the real build would cut the white vector file directly onto the Charcoal panel and drop the plate.

Social media

Avatar: the arch alone on white, once an icon version is cut from the vector. The full logo is unreadable in a circle.
Post mix: roughly a third course and photography, a third club life meaning competitions, juniors, women's golf and the bar, and a third offers, opens and availability.
Hashtags: a maximum of three, and they should be real. #StonebridgeGolf #MeridenGolf #WestMidlandsGolf.
Never post a grey-sky photograph. Hold it until the light is right.

Print

Item	Specification
Scorecards	Charcoal and white. The logo on its Stone plate on the cover. The three loops in one legible table.
Signage	Vector artwork exists. White logo on Charcoal, cut vinyl or routed, no plate.

Brand don'ts, the one-page checklist

Never put the grey logo on Charcoal or on a photograph. Use the white file
Never recolour the logo to match the accent. Start from the vector and ask first
Never set Packington Green #809839 as text. Use #5B6E23 on light and #A9C060 on dark
Never set #ABABAB or #989898 as text. They are 2.30:1 and 2.88:1 on white
Never use a colour outside the palette above, and never the two stray blues in the current stylesheet
Never set Thunder in lower case, or in a paragraph
Never substitute Impact, Oswald or Anton for Thunder
Never leave placeholder text on a live page
Never write first class or fantastic, or any of the other empty adjectives
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 route an enquiry to a department when it can go to a person by name

How we speak

The club sounds like the person on the first tee who explains the rules once, kindly, and then tells you the best place to eat afterwards. Plain, practical, and never superior.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Casual. The club's own dress code says relaxed and welcoming, and the copy should sound the same.
Serious to playful	Mostly practical, with room for a light touch on adventure golf and the Mini Golfer menu. Never jokey 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 7). The rest are true on a Tuesday in February.

Twenty-seven holes.

Three loops of nine.

Water on thirteen.

One welcome.

The Spike Bar is open to everyone.

Play it your way.

Ring us on 01676 522442.

Voice qualities Proposed

Five ways to tell it is us

1. Welcoming, not gushing

Visitors are welcome all year. Book online and it costs five pounds less than paying at the club.

Don't

We offer a fantastic day out for all the family.

2. Specific, not superlative

Water comes into play on 13 of the 27 holes, and the 5th on Somers is a 485-yard par 4.

Don't

Enjoy first class facilities at Stonebridge.

3. Plain, not corporate

Order from the app as you leave the 7th green and your food is ready at the Spike Bar.

Don't

Our food and drink solution enables seamless ordering across the course.

4. Confident, not boastful

The course has staged PGA EuroPro Tour events and the Sky Sports European Junior Open.

Don't

One of the Midland's finest practice facilities.

5. Human, not institutional

Ring us on 01676 522442 and Kelvin's team will find you a time.

Don't

Please submit the form below and an enquiry will be processed.

Vocabulary Measured the live words Proposed the lists

first classfantasticfinest

These are live on the club's own pages today: first class on the homepage headline, and fantastic and finest on the group golf page. They are what the site reaches for when it has run out of facts, and this club has plenty. Replace each one with the thing that made you want to use it.

We say

27 holesthree loopsHamptonSomersBlythevisitorsmemberswelcomethe Spike Baryour roundbook onlineplay your wayflexiblethe rangering usthe Packington Estate

We don't say

first class livefantastic livefinest livestunningboastsstate-of-the-artpremierluxuriousexclusiveunrivalledbespokenestleda hidden gemworld-classprestigiouselevateexperiencereach 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. The display face is capitals by design, so write the headline in sentence case and let the face do the rest.
No exclamation marks in club-published copy. The site banner uses one today. 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: 3,403 yards, par 37, £32, 8.30am.
Dates. 4 November 2026, not 4th Nov.
The club's name. The company is Stonebridge Golf Centre and Kelvin signs as Stonebridge Golf Centre. The site says Stonebridge Golf Club in its strapline and footer. Use Stonebridge Golf Centre in full on first mention and in every formal document, Stonebridge thereafter. Never both forms in one document. This is decision 1.

Messaging Proposed

Decision 7

A championship-standard 27 holes. A door that is open to everyone.

Proposed The core message.

Value proposition

Stonebridge has 27 holes across three loops of nine in the grounds of the Packington Estate in Meriden, which combine into three 18-hole courses. It has staged PGA EuroPro Tour events and the Sky Sports European Junior Open, and it still asks only that you wear golf shoes and look like you are here to play. You can play as a visitor, join by the month, bring a group, practise on a floodlit lake range, play adventure golf, or simply have lunch in the Spike Bar.

Tagline routes

Route	Line	Leans on
The course and the welcome	Twenty-seven holes. One welcome.	The club's own strapline and the 27-hole fact
The standard	Tour standard. Relaxed welcome.	The EuroPro and Sky Sports events, and the dress code
The choice	Play it your way.	Three 18-hole courses, flexible credits, visitors and members

Recommendation

Pick one and hold it for at least three years. Twenty-seven holes. One welcome. is the recommendation: it is built from two things the club already says, it is true on any day, and it works as a headline in the display face.

Key messages, with proof

Message	Proof
It is a real test.	Water in play on 13 holes, a 485-yard par 4, and EuroPro Tour and Sky Sports junior events held here.
You get a choice of course.	Three loops combine into three 18-hole courses: Somers and Hampton, Hampton and Blythe, Blythe and Somers.
You do not have to join to play.	Visitors are welcome all year, tee times book up to 8 days ahead, and booking online saves five pounds.
And joining is flexible.	Credits-based flexible membership from 395 pounds a year, 5-day from 87 pounds a month, 7-day from 115 pounds a month, plus age bands for juniors, students and young adults.
There is more than golf.	A floodlit lake driving range with Trackman, an 18-hole adventure course, the Spike Bar open to all, a pro shop, a studio, and a meeting suite for up to 24 people.
Everyone is welcome here.	Women's and junior coaching through Ignite Golf, a relaxed dress code, and an equality, diversity and inclusion policy on the site.

Audience angles

Audience	Lead with	Do not lead with
Prospective members	Flexibility and cost per month. You can play seven days a week and spread the cost.	The tour events
Visiting golfers	Booking and price. Live pricing online, five pounds less than on the day, and the after-4pm offer.	Membership benefits
Societies and corporate days	Tailoring and the Somers Suite. A package built round the group, with food and a room for presentations.	The adventure course
Families	Adventure Golf, the Mini Golfer menu and the family price.	Handicaps
Women and juniors	Coaching and sessions built for them, and photographs of people like them.	Anything that sounds like a favour
Diners and meeting hirers	The Spike Bar open to all, the patio over the 9th green, and the Somers Suite for 24 to 75.	Golf

Contacts and assets

Brand guardian: Kelvin Pugh, General Manager. All brand decisions, all approvals, and any exception to this document. Proposed

General management and enquiriesKelvin Pugh, General Manager01676 522442
Driving range and Adventure GolfThe range and kiosk team01676 521000
Pro shop and fittingsMidlands Golfvia the Pro Shop
Lessons and coachingIgnite Golfvia the range
Website and chatAlbatross Digitaljames@albatross.digital

Club details for all published material

Stonebridge Golf Centre
Somers Road, Meriden, Coventry, West Midlands CV7 7PL
01676 522442 · info@stonebridgegolf.co.uk · stonebridgegolf.co.uk

Asset location · to be established

There is no central store of brand assets. The logo files live in the Webflow asset library under misleading names, the light-ground file is called black but is grey, and there is no mono or icon version. Set up one shared folder holding the vector files, the approved photography and this document as the first action 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
Choose one name
The site says Stonebridge Golf Club, the company and Kelvin say Stonebridge Golf Centre, and everyone says Stonebridge. Pick the formal name, the short name, and stick to them.
GM
2
Add a course green, or stay grey
The club has no brand colour. Packington Green is sampled from its own photography and is a proposal. Say yes, no, or a different green.
GM
3
Commission mono, icon and square versions of the logo
The vector and the reversed file exist. The mono, the arch-only icon and a square lock-up do not, and the light-ground file is named black but is grey.
GM
4
Confirm the licence for Thunder
No licence is on record. Until it is confirmed, Bebas Neue stands in on this page, and the stand-in has not been overlaid on the real letterforms.
GM
5
Clear the placeholder text and wrong facts from the live site
Latin placeholder copy is live on the courses, membership and green fees pages. The footer shows the word currentyear. The green fee table repeats the 9 and 18 hole prices against 27 and 36 holes. The range is 17 bays in one place and 20 in another. The dress code contradicts itself on trainers.
Albatross
6
Commission people photography, and settle consent
Close shots of women, juniors and the Spike Bar in use. Paid-use consent for the children in the Adventure Golf photographs is still unconfirmed.
GM
7
Choose one tagline and hold it
Recommendation: Twenty-seven holes. One welcome.
GM
8
Confirm the mission, values and voice
They are inferred from the club's own writing, not supplied by the club.
GM
9
Document the current brand, or design a new one for the rebuild
The website rebuild is planned for a March or April 2027 launch. This book describes the brand as it stands. If the rebuild is the moment to change it, that is a design job, not a documentation one.
GM and Albatross

Brand guidelines

The club

Mission

Vision

Welcome before ceremony

A real test

Choice of length and of way in

Practical help, plainly given

More than a round

How we look

Light grounds

Dark grounds and photographs

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: there is no brand colour

On site today

Colour usage rules Proposed

Every value, counted or sampled

Primary

Course green Proposed

Logo artwork only

Neutrals

Contrast, measured not asserted

Hierarchy Proposed

Typographic rules

What to avoid

The brand on the things the club sends

Before you play

Scorecard Proposed

Pay monthly, play when you like

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 corporate

4. Confident, not boastful

5. Human, not institutional

House rules

Value proposition

Tagline routes

Key messages, with proof

Audience angles

Club details for all published material

Nine things only the club can settle

Choose one name

Add a course green, or stay grey

Commission mono, icon and square versions of the logo

Confirm the licence for Thunder

Clear the placeholder text and wrong facts from the live site

Commission people photography, and settle consent

Choose one tagline and hold it

Confirm the mission, values and voice

Document the current brand, or design a new one for the rebuild