Internal Reference
Move Right Brand Guidelines
The complete reference for logos, colors, typography, tone of voice, and how to represent Move Right accurately. Use this document when creating any content, creative, or copy — or when briefing an AI or contractor.
1. Brand Identity
Who We Are
One word or two?
The most common brand question — answered
In prose & marketing copy
Move Right
Two words, both capitalised. Use this everywhere humans read: headlines, body copy, emails, social posts, press, ads, and spoken references.
✓ "Move Right™ helped us book 40% more jobs." (first use)
✓ "We use Move Right to manage our leads." (subsequent use)
In technical / URL contexts
MoveRight
One word, camelCase. Used only where spaces are invalid: domain names, code identifiers, app IDs, and slug references.
✓ moveright.app
✓ moveright.app
Never write
- ✗ moveright (all lowercase)
- ✗ Moveright (wrong cap)
- ✗ move right (uncapitalised)
- ✗ Move Right® (® reserved for after registration)
The rule of thumb
If you're writing it in a sentence, it's Move Right™ (two words, ™ on first prominent use per document). In a URL, filename, or code identifier it's MoveRight (one word, camelCase, no symbol). The ™ symbol is required now that a trademark application is filed — see the Trademark section for full guidance.
What is Move Right?
Move Right is a CRM and operations platform purpose-built for independent moving companies. It handles the full lifecycle of a move: lead capture, instant AI-powered pricing, booking, dispatch, job tracking, invoicing, and post-move reviews.
Move Right is built by the same team that scaled You Move Me to $42M+ revenue across 30+ franchise locations. We didn't design this system in a boardroom — we built it on the ground, running actual moves.
Mission
Give independent moving operators the same systems that power the biggest names in the industry — at a price that makes sense for a 1–5 truck operation.
Vision
A world where any moving company — regardless of size — can operate with the professionalism, efficiency, and data-driven clarity of an enterprise fleet.
Positioning
The only moving-specific CRM built by operators who've actually scaled a moving company. Not generic software adapted for moving — purpose-built, front-to-back.
Parent Company
Move Right is a product of Karve IT Ltd., operating under Mobio Brands Inc. (TSX.V: MBO). All brand materials should reference "a Mobio Brands company" in formal contexts.
Brand Personality — Five Words
Move Right speaks like a founder who has run a moving truck, not a SaaS marketer. We earn trust by being specific and honest, not by being loud or hype-driven.
2. Logo System
Downloads & Usage
Primary Logo — Horizontal (Color)
Use on white or very light backgrounds. This is the default logo for all digital and print applications.
White Logo — Horizontal
Use on dark or colored backgrounds — email headers, dark hero sections, branded materials with dark backgrounds.
Black Logo — Horizontal
For single-color print applications, embroidery, engraving, or situations where color reproduction is limited.
Vertical Logos
For square or portrait formats — social profile images, app icons, square print materials.
Logos with Tagline
"Moving, Simplified" tagline variant. Use when there is enough space and the context benefits from the positioning statement — trade show materials, formal presentations, print collateral.
Social / App Icon
Square icon for social profiles, favicons, and app icons.
Trademark (™) Logo Variants
Use these now — trademark application filed April 14, 2026. The ™ symbol is part of the vector artwork. Use on pitch decks, partner materials, press releases, and trade show assets. See the Trademark section for full usage rules.
coming — use color for now
Registered (®) Logo Variants
Do not use yetThese files are prepared for when the trademark registration is granted by CIPO. Do not use the ® symbol until Jared Kozak confirms registration is complete. Files are provided here for safekeeping and future use.
Logo Do's and Don'ts
Do
- ✓ Use the color logo on white or light backgrounds
- ✓ Use the white logo on dark or colored backgrounds
- ✓ Use SVG files for all digital applications where possible
- ✓ Maintain clear space equal to the height of the icon mark on all sides
- ✓ Scale proportionally — never stretch or squish
- ✓ Use the black logo for embroidery, engraving, or mono print
Don't
- ✗ Recolor the logo to anything other than the approved variants
- ✗ Place the color logo on a busy photo without a clear contrast background
- ✗ Add drop shadows, outlines, or effects
- ✗ Rotate or skew the logo
- ✗ Recreate the logo using system fonts or try to redraw it
- ✗ Use the tagline version in small sizes where it becomes unreadable
3. Trademark
™ Status, Usage Rules & Filing Details
Trademark application filed — use ™ now
A trademark application for MoveRight was filed with the Canadian Intellectual Property Office (CIPO) on April 14, 2026. Effective immediately, the ™ symbol must accompany the mark in key uses. The ® symbol may only be used once the mark is formally registered — which has not yet occurred.
Application #
2,468,964
Filing date
April 14, 2026
Jurisdiction
Canada (CIPO)
Use now — trademark pending
The ™ symbol signals that MoveRight is a trademark we are actively claiming, even while the application is being examined. No registration is required to use ™.
- ✓ Website headers, marketing copy, presentations
- ✓ Press releases, partner agreements, pitch decks
- ✓ Logo variants (use the ™ logo files provided)
- ✓ App store listings, product descriptions
Reserved — use only after registration
The ® symbol is a legal claim that a mark has been registered with the relevant trademark office. Using ® before registration is a misrepresentation and can jeopardize the application.
- ✗ Do not use ® anywhere until CIPO confirms registration
- ✗ Do not use ® in the US until the USPTO application is filed and approved
When we receive registration confirmation from CIPO, this brand page will be updated and all logo files will be replaced with ® variants. Contact Jared Kozak before making that change.
Where and how to use the ™ symbol
In prose / marketing copy
- Use Move Right™ on the first prominent mention in any document, page, or piece of collateral. Subsequent mentions in the same document can drop the symbol.
- "Move Right™ is the CRM built for movers. With Move Right, you can..."
In logos and visual materials
- Use the ™ logo variants (available below) in all formal brand applications: pitch decks, partner materials, trade show assets, and any print collateral.
- The standard logo (without ™) remains acceptable for UI elements, favicons, and small-format uses where the symbol would be illegible.
In code / URLs
- Never include ™ in domain names, code identifiers, filenames, or URL slugs. moveright.app is correct — moveright™.app is not a thing.
In the app UI
- Include ™ in the main navigation logo and any "Powered by Move Right" footers. It can be omitted from functional UI labels like button text or form placeholders.
International filing timeline
Under the Paris Convention, we have until October 14, 2026 to file in other countries and claim the April 14, 2026 priority date. A US filing with the USPTO is planned. Additional jurisdictions TBD.
Trademark counsel: Oyen Wiggs Green & Mutala LLP (Vancouver) · Attn: George F. Kondor · Ref: K507 0001-CA/GFK
3. Color Palette
Primary & Supporting
Primary Colors
Brand Green
#6ab33d
RGB 106, 179, 61
CMYK 41, 0, 66, 30
Primary action color. Buttons, links, highlights, accents.
Green Dark
#508a2e
RGB 80, 138, 46
Button shadow/press state. Hover states. Dark green accents.
Green Light
#85cc55
RGB 133, 204, 85
Subtle highlights, hover glow effects, background tints.
Brand Dark
#1a1a1a
RGB 26, 26, 26
Primary text. Dark backgrounds. Footer. Email header band.
White
#ffffff
RGB 255, 255, 255
Page background (light mode). White logo on dark surfaces.
Green Tint
rgba(106,179,61,0.08)
Subtle green backgrounds — badge backgrounds, hover fills.
UI Grays
Gray 50
#f9fafb
Gray 100
#f3f4f6
Gray 200
#e5e7eb
Gray 400
#9ca3af
Gray 500
#6b7280
Gray 700
#374151
These map to Tailwind CSS gray scale. Used for borders, muted text, and backgrounds throughout the UI.
Color Usage Rules
Brand Green (#6ab33d) is always the CTA and action color. It should never compete with itself — don't use it for body text or large background fills on light pages.
Brand Dark (#1a1a1a) is not pure black — it's a warm near-black. Never substitute pure #000000 in branded materials.
Green on dark backgrounds: acceptable. Green on white: acceptable. Green on green: never.
Accessibility: All text on the green background must pass WCAG AA contrast. White (#fff) on Brand Green (#6ab33d) passes. Black (#1a1a1a) on Brand Green also passes.
4. Typography
Fonts & Scale
Primary Typeface
Plus Jakarta Sans
Variable font. Weights 200–800. Used for all headings, UI, and body text on the website and in digital materials.
@fontsource-variable/plus-jakarta-sans
Google Fonts: fonts.google.com/specimen/Plus+Jakarta+Sans
Email Fallback Stack
Trebuchet MS
Used in HTML emails where web fonts are unreliable. Fall through to Gill Sans, then Arial, then system sans-serif.
'Trebuchet MS','Gill Sans',Arial,sans-serif
Type Scale
Typography Rules
- → Headings use tight letter-spacing (tracking-tight or negative tracking). Never looser than default.
- → Line height on headings: 1.1–1.2. Body copy: 1.6–1.75.
- → Don't use italics in headings. Bold for emphasis only, not italics.
- → Overline labels (e.g. "STEP 1 OF 3", "LIMITED OFFER") are always uppercase, font-size 10–12px, extra letter-spacing (tracking-widest), and the brand green or muted gray.
- → Never set body text at less than 14px. Never set important copy at less than 15px.
5. Voice & Tone
How We Write & Speak
The Core Voice Principle
Move Right writes like a founder who has driven a moving truck — not like a SaaS company. Direct. Specific. Earned credibility, not borrowed hype. We speak to operators as peers, not prospects.
We Are
- → Direct. We say what we mean. Short sentences. No fluff. "Move Right handles dispatch" not "Move Right provides a comprehensive dispatch management solution."
- → Specific. Numbers beat adjectives. "$42M across 30+ locations" not "a highly successful national brand." "150–350 activations/month" not "high volume."
- → Confident without arrogance. We know this space. We don't hedge with "might" or "could potentially." But we don't oversell either — we let specifics do the work.
- → Operator-aware. We know what "losing a lead" costs. We know what dispatch chaos feels like at 7am. We reference real scenarios, not abstract benefits.
- → Street-level. Conversational but professional. "You're probably losing 30% of leads because nobody followed up." Not "industry research suggests lead follow-up is a common challenge."
We Are Not
- ✗ Hype-driven. No "revolutionary," "game-changing," "disrupting the industry." These words signal insecurity. Skip them entirely.
- ✗ Corporate. No "solutions," "leverage," "synergy," "robust," "scalable ecosystem." Write like a human talking to a human.
- ✗ Vague. "Better operations" means nothing. "From quote to paid invoice in one workflow" means something.
- ✗ Needy or salesy. We don't beg. We don't use urgency tricks. We state what's true and let the operator decide.
- ✗ Condescending. We respect that operators are smart, experienced people running real businesses. We don't explain obvious things or patronize.
Voice in Practice — Before / After
Don't write this
"Move Right is a revolutionary all-in-one platform that empowers moving companies to streamline their operations and achieve unprecedented growth."
Write this instead
"Move Right runs your entire operation — leads, estimates, dispatch, invoices — in one system built by people who've actually run a moving company."
Don't write this
"Our cutting-edge AI pricing engine leverages machine learning to optimize your quote accuracy."
Write this instead
"The AI pricing engine generates accurate quotes in seconds, based on real move data — not gut feel."
Don't write this
"Start your free trial today and experience the difference!"
Write this instead
"Try it free for 5 days. No credit card. If it doesn't fit, no hard feelings."
Don't write this
"We understand the challenges faced by moving industry professionals in today's competitive landscape."
Write this instead
"You're probably losing leads because nobody followed up within the first hour. Move Right fixes that automatically."
Tone Varies by Context
Website / Marketing
Confident, direct, specific. Credibility-first. Numbers over adjectives. Short punchy headers, substantive body copy. Problem-first framing.
Email (Lead / Ops)
Personal. Warm but not over-familiar. First name. Clear ask. Short paragraphs — max 3 sentences. Respect their time.
Support / Onboarding
Patient, clear, step-by-step. Never make the user feel dumb. "Here's exactly how to do X" — not "you should be able to figure out X."
6. Core Messaging
Positioning, Taglines & Key Claims
Approved Taglines
"Moving, Simplified"
Official tagline. Logo lockup. Formal brand contexts.
"Built by operators. For operators."
Secondary positioning line. Website hero. Ads.
"The system behind $42M in moves."
Credibility hook. Landing pages. Email subject lines.
"Run your whole operation from one screen."
Feature-focused. Demos. Comparison pages.
Key Proof Points
Always available to use — factual, specific, high-credibility:
- → You Move Me scaled to $42M+ revenue across 30+ franchise locations on the same systems
- → AI-powered pricing generates accurate quotes in seconds
- → Full move lifecycle in one platform: lead → quote → book → dispatch → invoice → review
- → 5-day free trial, no credit card required
- → Starts at $99/month (Starter — 125 activations, 3 trucks)
- → Built by Karve IT Ltd. / Mobio Brands Inc. (TSX.V: MBO)
Elevator Pitch (30 seconds)
"Move Right is a CRM and operations platform built specifically for moving companies. We handle everything — leads, quotes, dispatch, invoices — in one system. It's the same system that helped scale You Move Me to $42M across 30+ locations, now available to independent operators starting at $99 a month."
What We Don't Say
Avoid these claims
- — "Best moving software" (unverifiable)
- — "#1 platform" (unverifiable)
- — "Guaranteed to increase revenue" (legal risk)
- — Any specific ROI % we can't back up
Name / spelling rules
- ✓ Move Right (two words, title case)
- ✗ MoveRight (no space — not the brand)
- ✗ moveright (all lowercase)
- ✓ Karve IT Ltd. (legal entity)
- ✓ Mobio Brands Inc. — NOT "Mobio Brands.com" or "mobio.com"
- ✓ TSX.V: MBO (exact ticker format)
7. Target Audience
Who We're Talking To
Primary — The Owner-Operator
- — 1–5 trucks, running moves personally or managing a small crew
- — Handles sales, dispatch, and invoicing themselves or with 1–2 staff
- — Losing leads because follow-up is manual and inconsistent
- — Quoting is slow — taking calls, doing math, sending spreadsheets
- — Ready to professionalize, not looking for enterprise complexity
- — Values straight talk over sales polish
Secondary — The Growth-Stage Operator
- — 5–15 trucks, has office staff, some structure already in place
- — Outgrowing spreadsheets and basic booking software
- — Wants data visibility, scorecards, and multi-truck dispatch
- — May be evaluating competitors (Moverbase, MoveBoard, HubSpot, etc.)
- — Concerned about migration complexity and onboarding
How They Think & What They Fear
Their biggest pains
- — Leads falling through the cracks
- — Quotes taking too long to send
- — Dispatch confusion and missed jobs
- — Chasing payments after jobs
- — No visibility into what's actually working
What they want
- — More booked jobs from the same leads
- — Less time on the phone quoting
- — Staff who know exactly what to do
- — Clean invoices paid on time
- — 5-star reviews without chasing
Their objections
- — "Is this built for moving specifically?"
- — "How hard is it to set up?"
- — "I've tried software before — it didn't stick"
- — "What does it actually cost all-in?"
- — "Who do I call when something breaks?"
Who We Are NOT Targeting
- — Enterprise fleets (50+ trucks) — they have custom enterprise solutions
- — Storage-only or freight companies — we're built for residential/commercial moving
- — Moving brokers — we serve carriers, not brokers
8. Usage Rules
Contexts, Permissions & Contacts
Brand Contacts
- Jared Kozak — jared@karveit.ca
CEO, Karve IT Ltd. — brand decisions, technical - Prabh Heer — prabh@mobiobrands.com
COO, Mobio Brands — operations, creative direction
Key URLs
- moveright.app — marketing site
- moveright.app — product app
- updates.moveright.app — changelog
- mobiobrands.com — parent company
Third-Party Use
If you are a partner, affiliate, or contractor using the Move Right brand in any materials:
- — You must use approved logo files from this page — no recreations
- — You may not imply endorsement or partnership beyond what is explicitly agreed
- — You must refer to the company as "Move Right™" (two words, with ™) — never "MoveRight"
- — Any co-branded materials require written approval from Jared Kozak or Prabh Heer
- — See the IP & Trademark Notice for full legal details on permitted and prohibited use
9. AI Prompt Brief
Copy-Paste This When Briefing an AI
Copy the block below and paste it at the top of any AI conversation (ChatGPT, Claude, Gemini, etc.) when asking for Move Right copy, emails, ads, or social content.
## Move Right — AI Brand Brief
You are writing for Move Right, a CRM and operations platform built specifically for independent moving companies.
### Company
- Product: Move Right — CRM + ops platform for moving companies
- Made by: Karve IT Ltd., a Mobio Brands Inc. company (TSX.V: MBO)
- Website: moveright.app
- Key contacts: Jared Kozak (jared@karveit.ca), Prabh Heer (prabh@mobiobrands.com)
### Credibility anchor
Move Right is built by the same team that scaled You Move Me to $42M+ revenue across 30+ franchise locations. This is not software designed by generalists — it was built on the ground by people who ran actual moving operations.
### What Move Right does
Full move lifecycle management in one platform:
- Lead capture & automated follow-up
- AI-powered instant pricing / quoting
- Online booking
- Dispatch & crew scheduling
- Job tracking
- Invoicing & payment collection
- Post-move review requests
Pricing starts at $99/month (Starter: 125 activations, 3 trucks). 5-day free trial, no credit card required.
### Target audience
Independent moving company owners — typically 1–5 trucks, owner-operated. They are smart, experienced people running real businesses. They are NOT looking for enterprise complexity. They want practical, reliable tools that actually work on the ground.
### Voice & Tone rules
- Write like a founder who has driven a moving truck. Direct. Specific. No fluff.
- Use numbers instead of adjectives. "$42M across 30 locations" not "highly successful."
- Short sentences. Active voice. Confident without being arrogant.
- Address the operator's real pain points — lost leads, slow quotes, dispatch chaos, chasing invoices.
- NEVER use: "revolutionary," "game-changing," "robust," "leverage," "solutions," "synergy," "disrupt," "empower."
- NEVER use vague benefits like "streamline your operations" or "improve efficiency." Be specific about what changes.
- Do not beg or use fake urgency. State the facts, let the operator decide.
- Tone varies: website copy is punchy and direct; emails are personal and short; support copy is patient and clear.
### Brand name rules
- Always "Move Right" (two words, title case) — never "MoveRight" or "moveright"
- Parent company is "Mobio Brands Inc." — never "Mobio Brands.com" or "mobio.com"
- Ticker: TSX.V: MBO
### Colors (for any design direction)
- Brand Green: #6ab33d
- Green Dark (shadows/hover): #508a2e
- Brand Dark (near-black): #1a1a1a
- White: #ffffff
### Font
- Plus Jakarta Sans (variable, weights 200–800) — geometric, clean, modern
- Email fallback: 'Trebuchet MS', 'Gill Sans', Arial, sans-serif
### Tagline options
- "Moving, Simplified" (official tagline)
- "Built by operators. For operators."
- "The system behind $42M in moves."Questions?
Need something that isn't here?
Reach out to Jared or Prabh directly for brand approvals, custom logo requests, or anything not covered above.