Dawn mist lying across a fairway, a line of wind-shaped trees on the left, a yellow flag on the right and the sun coming up behind a wooded ridge

Tehidy Park Golf Club · Cornwall · Founded 1922

Brand guidelines

Video placeholder · still photograph

A landed family's arms.

A members' freehold.

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.

A green ringed by three freshly raked bunkers, backed by a solid wall of mature broadleaf woodland

The club

The club wears a landed family's coat of arms and is owned outright by its own members. That is not a contradiction. It is the whole proposition.

The story in one paragraph Measured

Tehidy Park Golf Club was formed on 11 July 1922, when businessmen from Camborne and Redruth leased 75 acres of the old Basset deer park. They asked Jim Barnes, born down the coast at Lelant, to advise the lines; he had two PGA Championships and a US Open behind him, and would win The Open at Prestwick in 1925. After the war C.K. Cotton redesigned and lengthened it. In 1996 the members bought the freehold. In 1998 three lakes went in. In 2022 the club turned a hundred. Cornwall's golf is sold on its coast; Tehidy is inland, sheltered, and shorter than the links it sits between, and the only club in the county that can put a major champion, a deer park and a members' freehold in the same sentence.

The numbers Measured

1922Formed, 11 July, on 75 leased acres
6,261Yards from the white tees, par 71
1996The members bought the freehold
3Lakes in play, added 1998
443Yards, the 8th, stroke index 1
£855Full membership, and no joining fee

Out 2,785 yards to par 34. In 3,476 yards to par 37. Out of bounds is in play on nine of the eighteen, and the card's second-hardest hole is the 479-yard 17th.

What the club stands for Proposed

Decision 10

Mission

To give Cornwall a place to play when the wind is up and the links are unplayable, and to stay a club anyone can afford to join while doing it.

Vision

To be the inland course people in Cornwall name first, because it is sheltered, it is honest about its condition, and it never asks for a joining fee.

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

01
Owned by the people who play it
The freehold was bought by the members in 1996. The committees are drawn from the membership. There is no distant landlord to blame.
02
Inland, on purpose
Every other club in West Cornwall sells the sea. Tehidy sells shelter. That is a choice, and it should read as one.
03
Position before power
Out of bounds on nine of the eighteen holes, three lakes, and 6,261 yards. The course asks where, not how far.
04
A club you can afford to join
No joining fee on any category. The ladder starts at £235 and does not reach full rate until thirty.
05
The same hands, year after year
A catering team in the same kitchen since 1991. A professional who came from twelve years at Woburn.

Brand personality Sheltered · Long-memoried · Plain-spoken · Unhurried · Member-owned

A lake thick with water lilies in the foreground, a bunkered green with a yellow flag beyond it, and the Carn Brea monument and a mast on the ridge behind

Positioning Proposed

For golfers in and visiting West Cornwall who want a proper members' club without a waiting list or a joining fee, Tehidy Park is the county's sheltered inland alternative to its famous coast: a 1922 parkland course in a deer park, 6,261 yards of angle rather than length, owned by the people who play it, and open to a visitor from £30.

Tehidy Park Golf Club crest: a shield of six wavy bars alternating gold and red, beneath a unicorn's head with a red mane, above a gold scroll reading Pro Rege et Populo

The mark Measured

The mark shown here has been enlarged from the only artwork the club owns: 115 by 142 pixels of actual drawing, inside a 225-pixel PNG. At that size the scroll cannot be read and the unicorn's mane breaks up. Everything soft about the crest above is the file, not the printing. Until vector artwork exists, a light circular plate with clear space inside it is the safest way to place the mark on a dark ground, as used here. That is a stopgap. The answer is decision 1.

How we look

A borrowed coat of arms, a forest green nobody names, and photography that is genuinely the club's own. The job is to make the three agree.

The crest Measured

Decision 1

The club's mark is a coat of arms, not a golf badge. The shield is barry wavy of six, or and gules: six wavy bars alternating gold and red. Above it sits a unicorn's head, couped, with a red mane. Below it a gold scroll carries the motto Pro Rege et Populo, for King and people. Those are the arms and the motto of the Basset family, whose deer park the course occupies. No golf club invented this. The club is playing on the family's ground and flying the family's arms.

Good news · the story is better than the badge

Almost every club crest in Britain is a Victorian committee's idea of heraldry. This one is real, it is seven hundred years older than the club, and it is tied to the ground the course is played on. It is worth explaining on the website, on the scorecard and on the wall, because at the moment nothing on the club's own site says what the shield is or whose motto that is.

The Tehidy crest enlarged from the club's own file, showing the wavy bars, the unicorn's head and the motto scroll

What the club has

One PNG at /assets/brand/tehidy-crest.png, 225 × 225px, holding 115 × 142px of drawing. Shown here enlarged to 512px, which is why it is soft.

Too small for anything printed

The same crest shown at 180 pixels, roughly the size the club's touch icon serves

What the club needs

The same drawing as SVG and EPS, plus a reversed version for dark grounds and a shield-only icon for avatars. None of the three exists anywhere on the club's site.

Does not exist

What exists, and what is still missing

Mark	Purpose	Largest file	Status
Primary, full colour	Everything. Web, print, signage, apparel	225 × 225 PNG	Too small
Touch icon	Phone home screens, browser tabs	180 × 180 PNG	Exists
Vector master (SVG / EPS)	Signage, flags, embroidery, large print	none	Missing
Reversed	On Tehidy Forest. Gold and cream, no red	none	Missing
Mono	Single-colour, embroidery and etching	none	Missing
Icon only	Shield alone, for avatars below 32px	none	Missing

The blocker · 115 by 142 pixels is the entire artwork

That is enough for a favicon and just about enough for a website header. It is not enough for a sign, a flag, an embroidered shirt, a scorecard cover or anything printed larger than a stamp. The arms need redrawing as SVG and EPS before any print or signage work is commissioned. Until that exists, most of the print and signage work in this document cannot be executed. A herald's blazon already exists for it, so the redraw is a tracing job, not a design commission.

Clear space and minimum size Proposed

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

Context	Minimum	Note
Full crest, print	25mm wide	Vector artwork only. Below this the motto closes up
Full crest, screen	90px wide	The current file is already at its limit here
Icon-only shield, screen	32px wide	Use instead of shrinking the full crest

Colour Measured

Decision 2

Colour: the conflict, first

The club is running three unreconciled sets of colours. The crest artwork, the website stylesheet, and a dead theme palette still buried inside that stylesheet all disagree. Sampled directly from the artwork and counted directly from the CSS:

1 · The crest artwork says

#F8A600Basset Or

#950019Basset Gules

#462F00Drawn outline

#FFFFFFWhite

2 · The website says

#7B1C1C24 declarations

#C8922A21 declarations

#1A2E1410 declarations

#F5F0E623 declarations

3 · The dead theme palette

#14331Ba second forest

#B8862Ba second gold

#5C6C66a grey-green

#F7F5F0a second cream

Two golds, two reds, two forests and two creams are in circulation at once. The third column is the strangest: those values exist only as fallbacks inside calls like var(--prism-surface-dark, #14331b), whose token is defined, so they never paint. They are the residue of a page-builder theme called Prism, and they are one deleted line away from painting the whole site by accident.

Recommendation

Keep Tehidy Forest as the brand colour and gold as the accent. Forest is the only value in the stylesheet used as a full-section ground, and green reads as parkland in a county where every competitor is selling sea. Keep crimson as the interaction colour, which is what its 24 declarations already do. Then hand the crest's own two values a narrow job: #F8A600 and #950019 reproduce the arms, and nothing else. Delete the whole Prism fallback set from the stylesheet, because a colour that only appears when something breaks is worse than no colour at all.

Applied Proposed

Forest and gold, on the things the club actually prints

Measured None of the club's own photographs shows the brand in use: the flags in the course frames are plain, and there is no frame of a sign, a scorecard, a shirt or the clubhouse entrance. So this section keeps to the rules, and the six pieces under In use are drawn rather than photographed.

Colour usage rules

Tehidy Forest is the default dark. Headers, footers, primary buttons, headings on light grounds.
Club Gold is a seasoning, not a ground. Never a large filled panel, where it turns mustard. If gold is ever a ground it is Pale Gold with forest type, and it is used once.
Club Crimson is the interaction colour. Links, hovers, the active state. It is not a second brand colour and it never becomes a large ground.
Pale Gold is for dark grounds only. It is too pale to read on white or on cream.
Basset Or and Basset Gules belong to the arms. Reproduce the crest in those values. Do not use them to paint anything else.
Cream breaks up long pages. Alternate white and Cream. Never introduce a third background tint, and delete the second cream the theme left behind.

The palette Measured

Every value, counted

Primary

Tehidy Forest

#1A2E14
26, 46, 20
43 / 0 / 57 / 82

10 declarations. The only value used as a full-section ground. Headers, footers, headings.

Club Gold

#C8922A
200, 146, 42
0 / 27 / 79 / 22

21 declarations. Rules, eyebrows, small flourishes. Never body text.

Secondary

Club Crimson

#7B1C1C
123, 28, 28
0 / 77 / 77 / 52

24 declarations, the most-declared colour on the site. Links, borders, small filled grounds.

Pale Gold

#E8CD92
232, 205, 146
0 / 12 / 37 / 9

1 declaration. Dark grounds only.

Gold Ink

#7A5810
122, 88, 16
0 / 28 / 87 / 52

1 declaration. The one gold that passes as body text on white, at 6.50:1.

Heraldic, crest artwork only, sampled from the PNG

Basset Or

#F8A600
248, 166, 0
0 / 33 / 100 / 3

2,382 sampled pixels. The gold bars. Reproduce the arms with this, not Club Gold.

Basset Gules

#950019
149, 0, 25
0 / 100 / 83 / 42

2,277 sampled pixels. The red bars and the unicorn's mane. Not the same red as Club Crimson.

Drawn Outline

#462F00
70, 47, 0

The line the arms are drawn in, and the motto lettering.

Neutrals

White

#FFFFFF
255, 255, 255

Default page ground.

Cream

#F5F0E6
245, 240, 230
0 / 2 / 6 / 4

23 declarations. Alternating section grounds.

Sage Pale

#DDE5D8
221, 229, 216

1 declaration. A third ground the site barely uses. Keep it or delete it, do not leave it.

Body Grey

#5A5A5A
90, 90, 90

5 declarations. Body copy, at 6.90:1 on white.

Ink

#1A1A1A
26, 26, 26

7 declarations. Maximum-contrast text.

Rule Grey

#E8EDE6
232, 237, 230

3 declarations. 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.

Tehidy Forest on white14.53:1Pass

Club Crimson on white10.37:1Pass

Body Grey on white6.90:1Pass

Gold Ink on white6.50:1Pass

Club Gold on white2.76:1Both fail

Club Gold on Cream2.43:1Both fail

Basset Or on white2.01:1Both fail

Club Crimson on Cream9.13:1Pass

White on Tehidy Forest14.53:1Pass

Cream on Tehidy Forest12.80:1Pass

Pale Gold on Tehidy Forest9.40:1Pass

Club Gold on Tehidy Forest5.26:1Pass

Club Crimson on Tehidy Forest1.40:1Both fail

The three hard rules this produces

Club Gold #C8922A fails for body text on light grounds, at 2.76:1 on white and 2.43:1 on cream. It is a rule, border, icon and large-heading colour there. Never paragraph text, never small print, never a caption, never link text at body size. On Tehidy Forest it passes at 5.26:1 and may be used freely.

Basset Or #F8A600 fails as text entirely, at 2.01:1 on white. It exists to fill the bars of the shield. It is never used to set type on a light ground.

Club Crimson #7B1C1C is invisible on Tehidy Forest, at 1.40:1. On any dark ground the interaction colour must be the lightened #D8A9A9 used on this page, which reaches 7.04:1. A crimson link on a forest footer cannot be read at all.

Display type Proposed the recommended tagline, decision 4

Georgia, the club's own display face, served from the reader's machine exactly as the club's website serves it.

Typography Measured

Decision 5

The club's website loads no webfont at all. There is no Google Fonts request, no Typekit kit and no @font-face rule anywhere in its stylesheets. The two declared stacks are --serif: Georgia, "Palatino Linotype", serif and --sans: "Helvetica Neue", Arial, sans-serif. Both are system faces, so the club's typography is whatever the visitor's own device happens to have installed.

That is not a criticism of the choice. Georgia and Helvetica Neue are good faces, they cost nothing, they never flash and they never fail to load. It does mean there is no licensing question and no font file to hand a printer, and it means the club has never made a typographic decision it could describe. Do not substitute Playfair Display. A dead block in the stylesheet names it, so it is the first face anyone reading that CSS will reach for, and it has never once been served to a visitor.

The type the club already has, and this page as the evidence

The site sets Georgia for every heading and Helvetica Neue for everything else, and on the homepage it sets the Georgia headline in capitals. This page is set in exactly those two stacks, Georgia, "Palatino Linotype", serif and "Helvetica Neue", Arial, sans-serif, so what you are reading is the club's own type at every size, from a 2.1-metre sign to a scorecard index. On a Windows machine the sans arrives as Arial, and on an Android phone both arrive as the phone's own faces, which is also what happens on the club's site. Georgia is a sound choice for a club with real heraldry: it is a sturdy, readable serif and it never fails to load. The open question is not a new face. It is whether the club writes these two down as its type, so that a printer and a signwriter use them too (decision 5).

AaDisplay and headings, Georgia

AaEverything else, Helvetica Neue

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

Turned inland

H1 · Georgia 700 · 40 to 48px

Visitors are welcome seven days

Body · Helvetica Neue 400 · 17px · line-height 1.6

Out of bounds is in play on nine of the eighteen holes and three lakes sit in the layout, so the course asks where you are going rather than how far. It is 6,261 yards from the white tees to par 71.

Label · Helvetica Neue 600 · 13px · letter-spacing 0.06em

Book a green fee

Hierarchy Proposed

Level	Face	Weight	Size	Line height	Use
Display	Georgia	400	56 to 72px	1.1	Hero, brochure covers, signs
H1	Georgia	700	40 to 48px	1.15	Page titles
H2	Georgia	700	30 to 34px	1.2	Section headings
H3	Georgia	700	22 to 24px	1.3	Sub-headings
Body	Helvetica Neue	400	17px	1.6	Paragraphs
Body large	Helvetica Neue	300	20px	1.6	Standfirsts
Caption	Helvetica Neue	400	14px	1.4	Photo captions
Label	Helvetica Neue	600	13px	1.2	Buttons, tags. Uppercase, 0.06em

Typographic rules

Line length 60 to 75 characters. Body copy sits in a column, not edge to edge.
Sentence case for headings. Not Title Case, not ALL CAPS except on small labels and buttons.
Never centre a paragraph. Centre a heading if you like. Never a block of running text.
Never justify. It creates rivers at this line length.

Photography Measured

Decision 6

The club's photography is the strongest part of the current brand by a distance. Eighteen course photographs, an aerial, a dining shot and twenty-one food photographs, all the club's own, all shot in good light. Keep all of it. The three below are the club's own originals at full resolution, chosen for range rather than for prettiness.

Dawn mist across a fairway with wind-shaped trees on the left and a yellow flag on the right — Dawn, with mist still lying in the hollows. The trees on the left are leaning away from the coast, which is the one visible clue that this sheltered ground sits two miles from the Atlantic.

A lily-covered lake in front of a bunkered green, with the Carn Brea monument on the ridge behind — Water in the foreground, green beyond, and on the skyline the Carn Brea monument and the mast above Camborne. The frame puts the course in its landscape, which almost no other image in the library does.

A green with three raked bunkers seen from above, enclosed by a wall of mature woodland — Shot from drone height in flat midday sun. The bunkers have been raked for the camera and the woodland wall behind is what "parkland" actually means here. Useful for the course pages, wrong for a hero: the light is white and the shadows are directly underneath.

Measured Every one of the eighteen course photographs served on the live site is the club's own, verified against the originals frame by frame. A parallel set of ten wholly synthetic images sits in the website's build repository at assets/photos-ai, sanctioned by the club's existing web guidelines for "hero and primary feature imagery". None of the ten is deployed; every one returns 404 on the live site. They are excluded from this brand set, and decision 6 asks whether they should exist at all.

First and last light. Mist in the hollows, long shadows, the sun low behind the trees. Three of the club's best frames were shot within an hour of dawn.
Trees as the boundary. The horizon is closed by woodland, not opened by sea. That is the whole positioning, in a photograph.
Water in the foreground where the hole has it, shot low so the lilies read.
Greens, golds and a warm sky. The library's colour is already close to the forest and gold palette, which is why the two sit together without work.

The gap · there is not one person in the club's landscape photography

Not one of the eighteen course photographs contains a human being, and the homepage, course page, club page and contact page carry no photograph of a person at all. Meanwhile the copy's whole argument is a members' club, a catering team since 1991, a junior programme and a professional who came from Woburn. Commission a second bank: a four-ball on the first tee, the Thursday senior lunch in Cygnets, Saturday junior coaching, the ladies' section at a fixture, Jonathan Lamb fitting a club. Same first-light treatment where possible, so the two banks read as one set. Working ratio: 60 per cent landscape, 40 per cent people.

What to avoid

Synthetic or AI-generated imagery of any kind, including composites that add people to a real frame
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
Standing water, bare tees or winter mats. The club has a wet-season reputation to fix, not to publish
Photographs of an empty Cygnets on the dining and functions pages. An empty room sells nothing
A competing logo in frame. Equipment brands on bag tags, flags or signage 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, Georgia and Helvetica Neue, and built from the club's own photographs. The arms are placed in full colour, from the only artwork the club has, which is why they are soft at sign size. Every fact on them is from the club's website. Only the website itself is measured; the rest is proposed.

The arms of Tehidy Park Golf Club — Scorecard Proposed
A folded card, 110 × 160mm closed. Outside, the cover in Tehidy Forest with the arms and the name in Georgia capitals, and the back in Cream with the club's own dawn photograph. Inside, all 18 holes from the club's published white-tee card: 2,785 yards out, 3,476 in, par 71. The yellow and red columns are blank because the club publishes neither card online; its course page says the red card is available from the Pro Shop.

Parkland at first light: young trees in new leaf against a warm sky, a white flag on a green to the right — Membership brochure Proposed
A4. The cover is the club's own first-light photograph over a Tehidy Forest panel carrying the arms and the membership page's own line. The inside page uses the membership page's figures exactly: no joining fee, six categories, and every annual fee from Junior at £52.50 to Full at £855.

A lily-covered lake in front of a bunkered green with a yellow flag — Social posts Proposed
Three posts at 4:5, the shape Instagram crops to, each one a fact from the club's own pages on a club photograph: green fees from £30 over the lily lake, no joining fee in Cream on a misty morning, and Sunday lunch at the Cygnets in Tehidy Forest. The Cygnets photograph is the one the club's own dining page uses.

Social posts Proposed
Three posts at 4:5, the shape Instagram crops to, each one a fact from the club's own pages on a club photograph: green fees from £30 over the lily lake, no joining fee in Cream on a misty morning, and Sunday lunch at the Cygnets in Tehidy Forest. The Cygnets photograph is the one the club's own dining page uses.

The Tehidy Park homepage at 1440 pixels: Parkland golf, in the grounds of a great Cornish estate, in Georgia capitals over a misty dawn video, with Book a green fee and Explore membership buttons — The website Measured
The club's site as built, captured on 6 October 2026 at 20:42 UTC, 1440 and 390 pixels wide, with cookies declined. Georgia headline in capitals, a Club Crimson button, the arms in the header over the hero video. The video carries no poster image, so a browser that cannot play it shows a plain dark green ground in its place. The Book a Green Fee buttons hand over to IntelligentGolf's visitor booking, while Book a Round goes to the club's own green fees page: two labels that read alike and do different things.

The same homepage at 390 pixels wide — The website Measured
The club's site as built, captured on 6 October 2026 at 20:42 UTC, 1440 and 390 pixels wide, with cookies declined. Georgia headline in capitals, a Club Crimson button, the arms in the header over the hero video. The video carries no poster image, so a browser that cannot play it shows a plain dark green ground in its place. The Book a Green Fee buttons hand over to IntelligentGolf's visitor booking, while Book a Round goes to the club's own green fees page: two labels that read alike and do different things.

Letter and card Proposed
A4 letter and an 85 × 55mm card. The arms over the name in Georgia capitals, the address in Helvetica Neue, and a Club Gold hairline over the company name, Tehidy Park Golf Club Ltd. Body lines are placeholders. The card is for Jonathan Lamb, the club's PGA Professional, whom the site names alongside the Pro Shop's direct line. Its back is Tehidy Forest with the arms and the name in Pale Gold, as the website header pairs them.

Social media

Avatar: shield only, on cream. The full arms with the unicorn and the scroll are unreadable in a circle.
Post mix: roughly a third course condition and photography, a third club life meaning results, sections, juniors and the Thursday senior lunch, and a third offers, opens, and visitor and society availability.
Hashtags: a maximum of three, and they should be real. #TehidyPark #CornwallGolf #ParklandGolf.
Never post a grey-sky photograph. Hold it until the light is right.

Print

Item	Specification
Scorecards	Forest and cream. The arms on the cover. White, yellow and red yardages in one legible table, which means the yellow and red cards have to be published first. This is the piece most used and most often badly set.
Tee boards	A full-hole diagram on every tee. Independent reviewers have twice said the routing crosses and the boards do not show the shape of the hole.
Signage	Vector artwork only, which does not yet exist. Forest ground with the crest reversed reads best from a distance and at dusk.

Brand don'ts, the one-page checklist

Never enlarge the 225px crest for print. It holds 115 × 142px of drawing. Commission vector artwork first
Never reproduce the arms in Club Gold #C8922A. The shield's gold is Basset Or #F8A600
Never set Club Gold #C8922A as body text on white or cream. It fails at 2.76:1 and 2.43:1
Never set Basset Or #F8A600 as text at all. It is a shield fill, at 2.01:1 on white
Never put a Club Crimson link on a forest ground. It reads at 1.40:1, which is invisible
Never use a colour outside the palette above, and delete the Prism fallbacks that are still in the stylesheet
Never substitute Playfair Display, which the CSS names and has never loaded
Never use Title Case or ALL CAPS for headings, except on small labels and buttons
Never write bespoke, world-class or friendly. All three are live on the club's pages today
Never use an em-dash, and never more than one exclamation mark in a social post
Never publish an AI-generated or AI-composited photograph
Never call the 18th the hardest hole on a page whose own card gives it stroke index 12
Never publish a course status without a date and a named person who owns it

How we speak

The club sounds like a long-standing member walking you to the first tee: unhurried, factual, quietly certain of the place, and completely uninterested in selling you anything.

Proposed The voice essence.

Tone dimensions Proposed

Dimension	Where it sits
Formal to casual	Slightly formal. This is a hundred-year-old members' club. Contractions are fine, slang is not.
Serious to playful	Mostly serious, with room for dry warmth. Never jokey.
Reserved to enthusiastic	Reserved, and evidenced. Enthusiasm is earned with a fact, not asserted with an adjective.
Ornate to plain	Plain, always. The heraldry is on the badge, not in the sentences.

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.

Formed 11 July 1922.

On seventy-five acres of a deer park.

Turned inland.

Owned by the people who play it.

Out of bounds on nine of the eighteen.

No joining fee, on any category.

Ring the office on 01209 842208.

Voice qualities Proposed

Five ways to tell it is us

1. Specific, not superlative

Out of bounds is in play on nine of the eighteen holes, and three lakes sit in the layout.

Don't

A world-class test for golfers of all abilities.

2. Plain, not sold

Tell us the date, the numbers and whether you want food. We will send you a price.

Don't

Our team will craft a bespoke package, catering, prizes, and the course, all arranged for you.

3. Warm by evidence, not by adjective

The same catering team has been in this kitchen since 1991. The Thursday senior lunch has run for years.

Don't

A friendly welcome from the secretary, the pro, the vice captain, and many others.

4. Honest about the weather

The ground is heavy after sustained rain. Ring the Pro Shop and ask what is open before you travel.

Don't

The course is in fantastic condition all year round.

5. Human, not institutional

Ring Jonathan Lamb in the Pro Shop on 01209 842914 about lessons, fitting or repairs.

Don't

Please contact the club for further information regarding professional services.

Vocabulary Measured the three live words Proposed the lists

bespokeworld-classfriendly

These three are live on the club's own pages today, in the club's own voice: bespoke five times across the homepage, societies and simulator pages, world-class once, friendly once. A fourth, fantastic, appears on the course page but inside a quoted Golfshake review, so it is a golfer's word and it stays. Replace each of the other three with the thing that made you want to use it.

We say

parklandinlandshelteredthe membersvisitorsthe clubpositionthe deer parkthe armsseven daysno joining feethe officethe Pro ShopCygnetsthe fixture diaryring usa hundred years

We don't say

bespoke liveworld-class livefriendly livestunninghidden gemnestledpremierluxuriousprestigiousunrivalledfirst classboastsstate-of-the-artelevateexperiencefor golfers of all abilitiesreach 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. The current site uses them heavily.
Numbers. Spell out one to nine, numerals from 10. Always numerals for yardages, pars, stroke indexes, handicaps, prices, dates and times: 6,261 yards, par 71, £30, 1.00pm.
Hole numbers. Always the current card. The 2026 rerouting moved the water par 3 to the 5th and the stroke-index-1 par 4 to the 8th. Old copy still says 17th and 15th.
Dates. 8 September 2026, not 8th Sept.
The club's name. Tehidy Park Golf Club in full on first mention and in every formal document. Tehidy Park thereafter in running copy. The club after that. Never Tehidy alone outward-facing, because Tehidy is also the Council's country park next door, and never "TPGC".

Messaging Proposed

Decision 4

Where Cornwall's golf faces the sea, Tehidy turns inland.

Measured The core message, and the club's own sentence. It is already on the course page.

Value proposition

Tehidy Park Golf Club has played on the old Basset deer park since 1922 and has owned the freehold since 1996. Jim Barnes drew the first lines and C.K. Cotton lengthened them after the war, giving 6,261 yards to par 71 that defends itself with angle rather than distance: three lakes, out of bounds on nine of the eighteen, and mature woodland closing every sight line. It is sheltered where the county's famous courses are exposed, it costs £30 to try and £855 to join, and there is no joining fee on any category.

Tagline routes

Route	Line	Leans on
The geography	Turned inland.	The one thing no Cornish links can say
The ground	Golf in a deer park.	The Basset estate and the arms on the badge
The ownership	Owned by the people who play it.	The 1996 freehold and the absent joining fee

Recommendation

Pick one and hold it for at least three years. Turned inland is the recommendation: two words, geographically true, lifted from a sentence the club already writes, and it positions Tehidy against the whole of Cornish golf without criticising any of it.

Key messages, with proof

Message	Proof
It is sheltered when the coast is not.	Inland parkland in the old Basset deer park, sight lines closed by mature woodland, two miles from the Atlantic and out of the worst of it.
It asks where, not how far.	6,261 yards to par 71. Out of bounds on nine of the eighteen, three lakes, and a 443-yard 8th at stroke index 1.
It has a lineage nothing else in Cornwall has.	Laid out in 1922 on the advice of Jim Barnes of Lelant, PGA champion in 1916 and 1919, US Open champion in 1921, Open champion in 1925. Redesigned after the war by C.K. Cotton.
The members own it.	Freehold bought in 1996. Committees drawn from the membership. No registrable person with significant control at Companies House.
You can afford to try it, and to join it.	Visitor golf in a dynamic band from £30 to £70, seven days, no handicap certificate needed. Full membership £855, no joining fee on any category, an age ladder from £235, and monthly payment.
The club is being improved, now.	Bunker renovation on the 5th, 7th and 18th with the architect Marc Westenborg, phase two planned for 2027, a 61.4kWp solar array, and a machinery replacement programme begun in 2018.

Audience angles

Audience	Lead with	Do not lead with
Prospective members	The absent joining fee and the age ladder. At £855 you are within £22 of the two big links clubs, and neither of them lets you in for nothing.	Yardage
Visiting golfers	Shelter and price. It is inland, it is £30 at the bottom of the band, and you do not need a handicap certificate.	Club history
Societies	One named person and a fixed price per head. Eight players minimum, £35 to £60 depending on season and catering.	The simulator
Diners and functions	Cygnets, the five-out-of-five hygiene rating, and a kitchen team that has been here since 1991. Rooms for up to 150.	Golf
Juniors and parents	£5 Saturday coaching, loan equipment, the Friday roll-up, and a member who made the England regional squad.	Membership categories

Contacts and assets

Brand guardian: not appointed. No general manager, secretary or club officer is named anywhere on the club's website, so this document has nobody to send itself to. Decision 7.

Golf, tuition, fitting and repairsJonathan Lamb, PGA ProfessionalPro Shop, 01209 842914
Clubhouse and cateringKath Hoyle, Club StewardCygnets, 01209 842557
Custom club fittingAlex Sexton, Sexton Elite Golfvia the Pro Shop
Membership, societies, everything elseunnamedthe office, 01209 842208

Club details for all published material

Tehidy Park Golf Club
Cot Road, Camborne, Cornwall TR14 0HH
01209 842208 · tehidyparkgolfclub.co.uk
info@tehidyparkgolfclub.co.uk

Asset location · to be established

There is no central store of brand assets. The only crest artwork anywhere is a 225-pixel PNG in the website's assets folder, there is no vector master, and the photography lives inside the website build repository rather than anywhere the club can reach. Setting up a single shared folder holding vector artwork, the approved photography library and this document should be the first action taken from these guidelines. Two email addresses, info@tehidyparkgolfclub.co.uk in every page footer and office@tehidyparkgolfclub.co.uk in the contact form’s failure message, are in circulation with no stated division of labour; that should be settled in the same pass.

Open decisions

Ten things only the club can settle

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

1
Commission vector artwork of the arms, SVG and EPS
The largest drawing that exists anywhere is 115 × 142 pixels. No signage, apparel, scorecard or large print can be produced properly until this exists. The blazon is already known, so it is a tracing job.
Committee
2
Settle one gold and one red
The crest says #F8A600 and #950019; the website says #C8922A and #7B1C1C. Both pairs are in use. Recommendation: the website pair for the brand, the crest pair for the arms alone, and delete the Prism fallback palette from the stylesheet.
Committee
3
Fix the two live contradictions on the course pages
The course page calls the 18th "by long tradition, the most demanding hole" directly above a card giving it stroke index 12. The club page calls the water par 3 "the back nine's signature", and it is the 5th. Both are residue of the 2026 rerouting.
Committee
4
Choose one tagline and hold it
Recommendation: Turned inland.
Committee
5
Write Georgia and Helvetica Neue down as the club’s type
The website already sets both, and this book is set in them. Neither is written down anywhere, so a printer or a signwriter has nothing to follow. Georgia ships with Mac and Windows and Helvetica Neue with every Mac; on Windows the stack falls back to Arial, exactly as the website does.
Committee
6
Decide whether the AI image set exists at all
Ten synthetic images sit in the website build repository, sanctioned by the club's existing web guidelines for hero use. None is live. Recommendation: delete them and commission real people photography instead.
Committee
7
Name a brand guardian, and name the officers
Nobody is named on the site above the professional and the steward. A members' club whose whole argument is that people own it should say who those people are.
Committee
8
Publish the yellow and red cards, and the WHS rating and slope
Only the white card is online. Half the field plays off tees the club does not publish, and every external directory is filling the gap with pre-rerouting data.
Committee
9
Give the course-status widget an owner
It sits on every page, it carries a date, and on 8 September 2026 that date read 29 July 2026. A stale status is worse than none, because it is the one thing a visitor checks before travelling.
Committee
10
Confirm the mission, values and voice
They are inferred from the club's own writing, not supplied by the club.
Committee

Hole		Par	S.I.
1	347	4	11
2	194	3	7
3	339	4	5
4	325	4	17
5	193	3	3
6	327	4	15
7	330	4	9
8	443	4	1
9	287	4	13
Out	2,785	34

Hole		Par	S.I.
10	348	4	16
11	518	5	4
12	136	3	18
13	358	4	10
14	393	4	6
15	527	5	8
16	344	4	14
17	479	4	2
18	373	4	12
In	3,476	37
Out	2,785	34
Total	6,261	71

Brand guidelines

The club

Mission

Vision

Owned by the people who play it

Inland, on purpose

Position before power

A club you can afford to join

The same hands, year after year

How we look

What the club has

What the club needs

What exists, and what is still missing

Clear space and minimum size Proposed

Colour: the conflict, first

Forest and gold, on the things the club actually prints

Colour usage rules

Every value, counted

Primary

Secondary

Heraldic, crest artwork only, sampled from the PNG

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

A place with a long memory

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. Specific, not superlative

2. Plain, not sold

3. Warm by evidence, not by adjective

4. Honest about the weather

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

Commission vector artwork of the arms, SVG and EPS

Settle one gold and one red

Fix the two live contradictions on the course pages

Choose one tagline and hold it

Write Georgia and Helvetica Neue down as the club’s type

Decide whether the AI image set exists at all

Name a brand guardian, and name the officers

Publish the yellow and red cards, and the WHS rating and slope

Give the course-status widget an owner

Confirm the mission, values and voice