ClubRight’s Brand Guidelines should be followed by everyone creating content in collaboration with us, our brand and our product. Please read the guide in full, and don’t hesitate to reach out to our marketing department if you have any questions.
To access all approved assets, download our Media Pack.
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Introduction
In this guide, you’ll find information on ClubRight’s messaging (brand proposition, verbal identity and tone of voice) and visuals (logos, typefaces, imagery and colour palettes) so that you can create content that’s aligned with our brand.
You’ll use this guide in different ways depending on what you’re creating, for example, if you’re creating a written piece with us, you’ll want to pay attention to our verbal identity. Perhaps you’re creating visual content to promote us on social – in which case you’ll refer to our visual identity.
Brand Proposition
ClubRight is here to shake up the member management software market and was created to help business owners in the fitness industry thrive. How we represent the brand is no different.
Our Values
We value honesty and transparency at ClubRight, so our content should reflect that. We want to support the fitness industry and contribute to better overall health and wellness for everyone. Clear and concise communication helps us connect with our audience in a language that makes sense to them.
Our Purpose
ClubRight’s Purpose is to help club owners save time on business admin so that they can spend it on what matters to them; whether that’s business growth, delighting their members or spending more time with their families.
Our Vision
Back when we first launched, we wanted to disrupt the member management software market – and that’s exactly what we’ve done. At its very core, ClubRight is about serving our users. We’re reliable, future-forward and dedicated to serving club owners and managers in the fitness industry.
Our Personality
ClubRight is a fun, confident and well-informed brand. We encourage humour but remain professional at all times. We’re not afraid to make bold statements and follow them up with action; we’re the experts on membership management software and we want to be seen as such.
We don’t alienate people with techy talk and instead concentrate on what matters to people.
On a human level, we are transparent, inclusive and welcoming to all that engage with us.
Logos
Our logo effectively acts as our seal of approval for any promo material, so it must be used correctly and consistently in all online and offline materials. As a baseline rule, our logos should never be edited in any way – whether it’s cropped, warped or changes made to any of the colours beyond the official versions provided below.
If you think changes need to be made to our logo to fit the material being created, please speak to us first and we’ll be able to advise.
ClubRight when typed should be spelt as such. The C and R are capitalised and it should be written as one word. ClubRight, not Club Right, Clubright or clubright.
When to Use Each Logo
The ClubRight logo should be included on all visual assets directly related to the company or the software. They shouldn’t be used in visuals that aren’t directly relevant, such as memes.
Positioning
The ClubRight logo is to be used on all visual content associated with our software.
The type of asset being created will determine where the logo is positioned, sizing and so on. There should always be sufficient padding around the logo to let it breathe. We advise 100px.
Product Mockups
If you’re creating a screen mockup of the software, use the logo as a small accent in any of the four corners of the graphic you’re creating – 200px by 60px is a good place to start for a graphic that’s 1200px by 1200px and you can follow this ratio when creating larger assets. The logo shouldn’t be positioned too close to any of the edges; see examples.
Typefaces
ClubRight’s font family is Poppins and should be used for any text on visual assets. If you don’t already have access, you can download the font here.
There is no stroke, shadow or any other text effect used. When overlaying text on a photo, the text should never cover faces or the main subject of the image. To avoid colour clashing, it may be useful to fill the text box with a solid colour from the colour palette.
If Poppins is unavailable, please use Lato as a substitute. Download it here.
Font Hierarchy
- Headings – Poppins Bold
- Subheadings – Poppins Semibold
- Body Text – Poppins Medium
Font Colours
- Headings – Fire Orange
- Subheadings – Fire Orange/Charcoal
- Body Text – Charcoal
Font Size Ratio
- Headings – 40px
- Subheadings – 30px
- Body Text – 20px
Colour Palettes
Our main colours are Pure White, Fire Orange and Charcoal. Apple Green, Plum and Navy are to be used as accent colours only. Avoid using solid bright colours as backgrounds and instead, consider using gradients or images with colour overlays.
Colour Codes
Pure White
#FFFFFF
RGB (255, 255, 255)
CYMK (0%, 0%, 0%, 0%)
Fire Orange
#F06726
RGB (240, 103, 38)
CYMK (0%, 57%, 84%, 6%)
Charcoal
#494B4F
RGB (73, 75, 79)
CYMK (8%, 5%, 0%, 69%)
Apple Green
#0DB341
RGB (13, 179, 65)
CYMK (93%, 0%, 64%, 30%)
Plum
#893D8F
RGB (137, 61, 143)
CYMK (4%, 57%, 0%, 44%)
Navy
#496181
RGB (73, 97, 129)
CYMK (43%, 25%, 0%, 49%)
Using Photos
Photos used in visual assets (for social media or to support a larger piece of content) should always be of optimal quality. High-res, 300dpi photos work best.
Do not edit the image beyond light cropping or resizing, try to follow the original size ratio of the image if cropping is essential. If the photo appears pixelated in its final form then it’s best to find an alternative.
You must have the correct usage rights for any photos used. Avoid copying and pasting photos from Google Images because usage rights are not always clear and the image resolution is not always optimal.
When creating screen mockups, the screenshot must fit the device screen. Make sure the mockups are relevant to our target audience and only use the below devices to showcase the software. Any branding on the devices should be removed (i.e. an Apple logo). Always use up-to-date devices where possible – they shouldn’t be any more than two years old.
Verbal Identity & Brand Voice
ClubRight’s tone of voice is friendly, positive and informative. As a SaaS organisation, sometimes it’s easy to forget that our audience might not be familiar with certain terms, so we always communicate using language our audience understands.
As we’ve mentioned, our Users are at the heart of everything we do. That means we should always consider why our audience should care about what we’re telling them. Starting sentences with “At ClubRight, we…” or “Our XYZ feature…” can often lose the reader because we’re talking about ourselves. Flip the script and start with why it would matter to them.
Basic Language Guide
| Instead of using… | Consider Using… |
| In order to | To |
| Query | Question |
| Utilise | Use |
| Application | App |
| The Cloud | Online, Cloud Storage |
| Integrated | Connected |
| We, Our | You |
| Customers | Users |
We write as if the person we’re speaking to is standing in front of us. Think chatty and informal, but remember to keep it professional, clear and concise. Feel free to use conjunctions to make your writing flow and switch up your sentence structure. Contractions also make your writing feel more relaxed, just make sure you’re always following UK apostrophe rules.
UK spelling and grammar rules should be followed at all times in all content produced. Capital letters should be used for sentence starters when referencing specific names associated with ClubRight, such as a feature or product name. Words in all capitals should be used sparingly and only to emphasise singular words, such as NEW when referencing a new release. Quotation marks should only be used when quoting from another text or a quote from something someone has said, i.e. pulling a quote from a customer story.
If you find yourself writing large paragraphs of text, break them up into no more than six lines or bullet points so that it’s easier for the reader to digest. This one’s especially useful when writing content for social.
Emojis are welcomed, but like the exclamation mark, they lose their impact when used too frequently. Use them at the end of relevant sentences to enforce your points or as bullet points to break up chunks of text.
Above all else, ClubRight is welcoming to all. There is no place for anything racist, homophobic, transphobic or derogatory in any of our content.
