Rightworks Brand Guidelines
Understand our brand standards and best practices to maintain a consistent and cohesive identity.
Color palette
Our core colors are designed to provide visual gravity and stability. Bright, energetic accent colors are used sparingly to add visual variety and interest, and the neutral gray tones are designed primarily for rendering text and backgrounds. Use accent colors sparingly. Generous use of white declutters the visual environment and provides stark contrast to the bold hues of the brand, allowing it to emerge as the primary focal point. Be sure to honor that space. Be aware that certain color combinations can create issues for people with visual impairments. Consult the Rightworks creative team for details regarding accessibility compliance.
Reproducing brand colors
The ability of third-party vendors to accurately reproduce our brand in various media is determined by their equipment and technical processes. Always consult the creative team to ensure compliance with published vendor specifications.
Typography
As with the logo, consistent use of the primary corporate typeface—Acumin Pro—reinforces the Rightworks brand.
When Acumin Pro is not digitally supported, Rightworks uses Arial as its substitute web-safe font. A substitute font is used when the primary typeface is unavailable. As a web-safe backup, Arial adapts to support any browser or device and ensures Rightworks content displays properly for users. Arial is used within Rightworks products and system UI.
Brand voice and personality
Our brand was created to inspire customers to both connect with us professionally and enter into a long-term relationship, understanding that we are the leaders in our vertical. The brand also inspires our team to embody all the attributes of our brand personality.
- Accessible expertise: Never arrogant, always informed.
- Enthusiastic supporter: We know you can accomplish your goals, and we’re here to get you there.
- Trusted partner: We’ve helped so many other firms…you know we can help you, too.
- Innovation navigator: We’re always looking ahead so we can guide you on making the right decisions.
- Effortless confidence: No more sleepless nights, because we have you covered at all levels of operations.
Our writing should have a friendly and casual tone; not formal or academic.
General rules
Rightworks
Rightworks (not RightWorks, Right Works, Right-Works or any other variation) is capitalized in all instances of copy, except the URL (rightworks.com). The logo is also only lowercase.
Capitalization
- Don’t capitalize form or policy names for emphasis; treat them as common nouns (e.g., client onboarding form NOT Client Onboarding Form).
- Treat company programs as proper nouns (e.g., Customer Advocates Program).
- The Million Dollar Firm is not trademarked. Use all caps on every occurrence.
- Mastermind Groups, not Mastermind groups.
Product names
| First occurrence | After first occurrence |
|---|---|
| Rightworks OneSpace Firm | OneSpace Firm |
| Rightworks OneSpace | OneSpace |
| Rightworks Academy | Academy |
| Rightworks Transaction Pro | Transaction Pro |
| Rightworks Connect | Connect |
| Rightworks Total Security | Total Security |