Brand system v1.0

In your corner.
On the numbers.

Cornerman is the operator-led member-growth partner for gyms. The identity combines the decisiveness of sport with the precision of a modern performance system — forceful, commercial and never gimmicky.

Identity · July 2026

Brand doctrine

What the brand
stands for.

Purpose

Fill good gyms

Help operators win the local attention, follow-up and member economics they deserve.

Position

Operator-led growth

Not a content agency. A commercial growth partner that understands the floor.

Promise

Members, not noise

Every activity points toward booked trials, joined members and transparent cost.

Personality

Direct. Calm. Sharp.

Confident without bravado; athletic without becoming a boxing costume.

Logo system

The Corner C.
Forward by design.

The open C represents the client’s corner. The arrow inside it represents forward commercial movement. The mark works at favicon scale, in dashboards and as a large environmental device.

Primary dark lock-up

Cornerman

Light field

Cornerman

Campaign field

Clear space

Keep at least one arrow-width of empty space around the mark or lock-up.

Minimum size

Mark: 20 px digital. Full lock-up: 110 px digital. Never compress or redraw it.

Gradient discipline

The arrow may use Corner → Knockout. The C stays Bone, Ink or one-colour white.

Colour system

Energy for action.
Clarity for proof.

Orange creates the first impact. Rose adds heat to gradients. Lime is reserved for verified progress and positive status. Most of the brand lives in Carbon and Bone.

Corner Orange#FF5233Primary action, logo arrow, emphasis

Knockout Rose#FF2E69Gradient energy; never body text

Victory Lime#B9F54AProof, joined status, positive movement

Carbon Ink#06070APrimary field and premium depth

Bone 50 · #F6F2E9

Bone 100 · #EEE8DC

Ash 400 · #9099AD

Ink 800 · #161A24

Ink 900 · #0B0D13

Typography

Built to hit.
Built to read.

Display family · Barlow Condensed

More
members.

500 Medium600 SemiBold800 ExtraBold900 Black

Use uppercase, tight leading and short lines. It carries the athletic, editorial force of the identity.

Text and UI family · Manrope

Commercial clarity without the corporate fog.

Manrope handles navigation, paragraphs, buttons, labels, numbers and dashboards. Its open forms keep the site readable while the display type does the shouting.

400 Regular500 Medium600 SemiBold800 ExtraBold

Hero / Display 01More members.clamp(76px, 10vw, 160px)

Section / Display 02The member engineclamp(52px, 7vw, 110px)

Card title / Display 03Cost per member28–44px

Lead / Text 01

Turn local attention into joined members.

18–20px / 1.65

Body / Text 02

Readable, direct operating copy.

16px / 1.6

Label / UI

TRIALS BOOKED

11–13px

Voice system

Talk like an operator.
Not an ad platform.

Commercial first

Lead with joined members, cost, floor capacity and follow-up. Marketing terminology is supporting detail.

Short and concrete

Use active verbs and tangible outcomes. One thought per sentence. Avoid bloated persuasion.

Confident, not loud

Earn authority through specificity and honesty. Never fake scarcity, data or certainty.

AvoidWe leverage omnichannel strategies to maximise engagement and brand awareness.

UseWe build the ad, booking path and follow-up that turn local attention into joined members.

AvoidSkyrocket your gym with viral content.

UseFill the trial calendar. Follow up fast. Know what each member cost.

AvoidGuaranteed 10× growth.

UseWe agree the 60-day target in writing, measure it cleanly and report what happened.

Motion language

Settle. Lock.
Prove.

Motion must explain the system, not decorate it. The website uses transform and opacity first, with no heavyweight 3D runtime.

Settle

Scattered inputs resolve into a useful structure.

Lock

Connected stages snap into one member journey.

Prove

Metrics arrive only after the action is visible.

+34

Fast response

Hover, focus, button feedback

180 ms

Interface move

Tabs, cards, panel alignment

420 ms

Cinematic settle

Section assembly and depth changes

820 ms

Easing

Decisive arrival, no elastic wobble

cubic-bezier(.16,1,.3,1)

Interface system

The brand in use.

Actions and status

Book a call →Watch the systemOn target

Proof card

Joined members34▲ 21% vs prior period

:root {
  --font-display: "Barlow Condensed", sans-serif;
  --font-text: "Manrope", sans-serif;
  --corner-orange: #FF5233;
  --knockout-rose: #FF2E69;
  --victory-lime: #B9F54A;
  --carbon-ink: #06070A;
  --bone: #F6F2E9;
  --motion-fast: 180ms;
  --motion-base: 420ms;
  --motion-cinematic: 820ms;
}

Guardrails

Keep the edge.
Lose the gimmicks.

Always

Show real member economics or label examples clearly.
Use Bone on Carbon for the core premium look.
Reserve Victory Lime for positive proof.
Keep headlines short enough to feel designed.
Respect reduced-motion and keyboard users.

Never

Turn the brand into boxing gloves, ropes and cliché fight copy.
Use three different display fonts in one execution.
Apply gradients to long paragraphs.
Publish unverified client logos or result claims.
Add WebGL simply to call the website “3D”.

In your corner.On the numbers.

What the brandstands for.