The ClubRight
brand guidelines.
The logo, colours, type and voice that make ClubRight recognisable — and the rules for using them properly. For partners, press, agencies and anyone building something with the ClubRight name on it.
About ClubRight
What we do
ClubRight is management software for independent gyms, martial arts academies and boxing clubs in the UK.
What we're building towards
One platform that supports a club at every stage — from a single site to multiple locations.
How we operate
Founded by people who ran gyms and clubs themselves. Published pricing, no hidden fees.
How we write
Plain-spoken and direct — we write the way a gym owner talks, not the way a software company markets.
One word. Capital C, capital R.
Always written ClubRight — one word, never two, never a lowercase c or r. Keep clear space around the logo and don't alter it.
Use the dark logo on light backgrounds and the reversed logo on dark or photographic backgrounds.
Need a vector (AI/EPS) file? Contact us.
Spelling
Clear space & minimum size
Keep clear space around the logo at least equal to the height of the icon mark on every side — don't let text, images or other logos crowd inside that space. Never shrink the logo to the point where the wordmark stops being legible.
Don't
Fire Orange leads. Charcoal grounds.
Fire Orange and Charcoal are the primary palette. The rest are accents — used for CTAs and emphasis, not as a base palette.
Poppins, throughout.
Fallback: Lato, sans-serif, wherever Poppins can't load.
letter-spacing:-0.03emReal clubs. Real people.
Use real ClubRight customers and team members, not stock photography.
Do
- Use real ClubRight customers and team — not stock photography or models.
- Use high-resolution, 300dpi photos — these work best for social and other visual assets.
- Stick to light cropping or resizing only, keeping close to the original ratio. If a photo looks pixelated at its final size, use a different one.
- Make sure you hold the correct usage rights for any photo used.
- Keep device and app mockups current — no more than 2 years old, with any third-party branding removed (e.g. an Apple logo).
- Make sure a screenshot fits the device frame, and the mockup is relevant to who you're showing it to.
- Add descriptive, keyword-relevant alt text to every image.
Don't
- Use generic stock photos of unbranded gyms or models.
- Copy photos from Google Images — usage rights aren't clear and the resolution is rarely good enough.
- Show outdated devices, old app screens, or a competitor's UI.
- Place text directly over a busy photo without a solid or gradient panel behind it.
- Leave alt text empty or generic ("image1.jpg").
Confident, plain-spoken, empathetic.
Friendly, positive and informative — in language our audience understands, not SaaS jargon they have to decode. Our readers are club owners and coaches, not software people.
- Lead with outcomes for the reader, not features — ask why they should care before you tell them.
- Write plainly — "you only pay when a payment succeeds".
- Name the problem before the solution.
- Write like the reader is standing in front of you — chatty and informal, but still clear and professional.
- UK English: organise, licence, colour.
- Use contractions — you'll, we're, it's — following UK apostrophe rules.
- Break long paragraphs into six lines or fewer, or use bullet points — especially for social content.
- Open with "At ClubRight, we…" or "Our [feature] lets you…" — it's about the reader, not us.
- Use "journey", "passion", "community", "streamline", "leverage", "solution".
- Use American spelling.
- Make unsubstantiated claims ("world-class", "cutting-edge").
- Use emojis or exclamation marks so often they lose their impact — or put them in headings or primary CTAs.
- Use quotation marks for anything other than a direct quote — from another text, or someone's words in a customer story.
Capitalise ClubRight feature and product names when referencing them specifically. Use full capitals sparingly — only to emphasise a single word, e.g. NEW for a new release.
| Instead of | Use |
|---|---|
| In order to | To |
| Query | Question |
| Utilise | Use |
| Application | App |
| The Cloud | Online, cloud storage |
| Integrated | Connected |
| We, Our | You |
| Our solution lets you… | You can… |
| If you decide to join us | When you come on board |
Avoid entirely — there's no clean swap, just don't reach for them: