GR604 Nature of Identity — Segway Visual Standards Guide

SEGWAY

Visual Standards Guide.

02

Visual Standards Guide.

The solution to transportation inefficiencies lies at the intersection of collaborative consumption and the social graph: Shifting transportation from ownership to access. —John Zimmer, co-founder and president of Lyft

Options beyond ownership are an important part of the future of transportation. Car share, personal ride share, and public transportation are all potential solutions.

RICKS

The future of movement.

Segway is accelerating the future of sustainable energybased transportation through innovative technologies.

A rebranding of Segway by Jacob T. Ricks for the Academy of Art University — GR604 Nature of Identity. Spring 2020.

SEGWAY

BRAND STANDARDIZATION

VII

Contents.

Brand Overview

History 02 Mission 04

Logo Standards

Main Logo 12 Clear Space 14 Minimum Sizes 20 Signatures 22 Alternative Versions 24 Unauthorized Use 28

Visual System

Color Palette 34 Typography 38 Business System 44 Brand Architecture 52 Applications 54

Brand Extensions

Segway EV 64 Segway Air 74 Segway Energy 84

X

GR604: NATURE OF IDENTITY

Brand Overview.

RICKS

SEGWAY

BRAND STANDARDIZATION

01

02

GR604: NATURE OF IDENTITY

A Spark of an Idea.

Segway was created to develop innovative short-distance, zero-emission transportation solutions and products. Dean Kamen once saw a young man in a wheelchair struggling to get over a sidewalk. He realized that the problem was not an ineffective wheelchair, it was an issue of balance.

He and his team created a self-balancing mobility device that enables users to climb stairs and negotiate uneven surfaces. That breakthrough brought the realization that a self-balancing machine had far-reaching possibilities for individuals with full mobility as well.

The original Segway HT — a two-wheeled personal transporter — was launched in December 2001 with the first units delivered in early 2002.

RICKS

SEGWAY

BRAND STANDARDIZATION

03

04

GR604: NATURE OF IDENTITY

Change how the world gets around by providing innovative and futuristic modes of zero-emission transportation.

Our new mission statement epitomizes the new direction that we are taking as a company.

RICKS

SEGWAY

BRAND STANDARDIZATION

05

A New Segway.

Segway set out to create a new way for people to travel short distances in an effort to help reduce the use of cars and fossil fuels. We originally offered the Segway Personal Transport towards this mission — now we are expanding into alternative modes of clean, zero-emission transportation — hoping to change how the world gets around. The new Segway offers innovative public transportation, such as ride-share options, teleportation, and automated buses and trains. These services help people living in urban areas to more easily navigate from place to place and embrace the future of movement.

06

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

07

08

GR604: NATURE OF IDENTITY

Logo Standards.

RICKS

SEGWAY

BRAND STANDARDIZATION

09

10

GR604: NATURE OF IDENTITY

Welcome to the Segway visual standards guide.

RICKS

SEGWAY

BRAND STANDARDIZATION

11

An Introduction.

These guidelines are designed to establish a consistent visual identity for the Segway brand, around the world.

A unified and consistent use of these guidelines will visibly distinguish and strengthen the value of our brand.

There are four variations of the Segway Visual Identity.

Each element has a fixed relative size and position that cannot be changed.

1.

2.

3.

4.

The Segway Logo The Segway Horizontal Lockup The Segway Wordmark The Segway Symbol

We begin with the mood boards that inspired the new direction as well as showing the process that lead to the final rebranded logo.

12

GR604: NATURE OF IDENTITY

Sleek.

Trim and graceful; finely contoured; streamlined.

Smooth, polished, glossy.

RICKS

SEGWAY

VISUAL STRATEGY

Innovative.

Featuring new methods; advanced and original.

Creative, inventive, original.

15

16

GR604: NATURE OF IDENTITY

Simple.

Plain, basic, or uncomplicated in form, nature, or design; without much decoration or ornamentation.

Clear, minimal, uncomplicated.

RICKS

18

GR604: NATURE OF IDENTITY

RICKS

Rough Sketch

Refined Sketch

First Digital Mockup

Refined Digital Mockup

Rounded Edges

Centered Portal and Longer Lines

Pointed Lines with Short Leg

Reversed Direction

Final Version

The initial 250 sketches were quite rough and each phase brought further exploration to come to the final lock up.

SEGWAY

BRAND STANDARDIZATION

Design Process.

From initial sketches to explorations, a brief taste of the design process that went into a rebrand.

19

20

GR604: NATURE OF IDENTITY

Segway Logo.

Our inspiration for the name Segway came from the word segue, which is defined as "to transition from one state to another."

Our new logo personifies that definition as the line crosses through the circular portal and transitions from one state to another. It was inspired by the idea of teleportation.

The primary Segway identity is made up of a symbol and a wordmark stacked horizontally. The logo symbolizes heading into the future and represents moving through a portal.

RICKS

SEGWAY

Symbol

Wordmark

BRAND STANDARDIZATION

21

22

GR604: NATURE OF IDENTITY

RICKS

1X

1X

1X

1X

x

The Segway logo always needs clear space that is free of other elements.

The clear space is based on the height of the wordmark.

SEGWAY

BRAND STANDARDIZATION

23

Clear Space.

The clear space is shown as 1X, which is the equivalent of the height of the wordmark. Clear space must be maintained around the mark. It may not be used in-line with text or integrated with other logos.

24

GR604: NATURE OF IDENTITY

Horizontal Lockup.

The secondary lockup may be used at the discretion of Corporate Marketing or the Segway Design Team.

The clear space is shown as 1X, which is the equivalent of the height of the wordmark. Clear space must be maintained around the mark. It may not be used in-line with text or integrated with other logos.

The horizontal Segway logo is made up of a symbol and a wordmark aligned horizontally. The logo may be used when the primary mark does not fit the application.

RICKS

SEGWAY

BRAND STANDARDIZATION

1X

1X

1X

1X

25

26

GR604: NATURE OF IDENTITY

RICKS

1X

1X

1X

1X

1X

1X

1X

1X

Use of only the symbol or the wordmark are both approved in cases where the full signature is not ideal, such as on merchandise or clothing.

SEGWAY

BRAND STANDARDIZATION

27

Separates.

The individual elements of the logo may be used at the discretion of the Segway Design Team. They must be used in combination with Segway corporate colors. They may not be placed in a pattern, over an image, or at any level of transparency.

28

GR604: NATURE OF IDENTITY

Minimum Sizes.

The minimum size that the Segway logo should be presented depends on which version is being used. The word "Segway" should always be easily readable.

The word “Segway� should always be easily readable and the logo mark should always be recognizable. The minimum for each logo and lockup is provided here.

RICKS

SEGWAY

BRAND STANDARDIZATION

.5” or 35px

.25” or 24px

.25” or 24px

.125” or 18px

29

30

GR604: NATURE OF IDENTITY

Segway

Segway Ride

Segway Energy

Signature variations can be used depending on application needs and brand architecture, such as using vertical or horizontal lock ups.

RICKS

SEGWAY

BRAND STANDARDIZATION

Signatures.

The stacked version of the logo is the preferred option, followed by the horizontal signature.

31

32

GR604: NATURE OF IDENTITY

Alternative Versions.

In instances where the full-color version of the logo can not be used, the logo may be broken down to two-color or one-color and may be reversed out for darker backgrounds. The one color should only be represented in white, black, or Segway Blue. The two color always has the line in Segway Orange.

The Segway system is flexible to provide the right mark or lock up for various situations — which will often be dictated by the size and shape of the available space.

RICKS

SEGWAY

BRAND STANDARDIZATION

One-color

Inverse on dark

Two-color

Inverse on dark

33

34

GR604: NATURE OF IDENTITY

Protecting the brand equity.

RICKS

SEGWAY

BRAND STANDARDIZATION

35

Logo Do Nots.

The following are examples of how the Segway visual identity cannot be used. It is by no means exhaustive.

This list focuses on common issues, including incorrect coloring, positioning, spacing, and effects.

36

GR604: NATURE OF IDENTITY

Unapproved Uses.

1. Do not add visual effects (e.g. drop shadows, bevels, embosses, etc.).

2. Do not create new lockups using the symbol and some other word, phrase or item.

3. Do not warp or change the shape of either the symbol or wordmark.

4. Do not type the word “Segway� in another typeface and combine it with the logo mark.

5. Do not change the spacing within the lockup between the symbol and the wordmark.

6. Do not rotate the logo or lockup.

7. Do not place on a background with insufficient contrast.

8. Do not use unapproved colors.

9. Do not change the scale of individual parts.

10. Do not reorder the individual parts.

The Segway system is designed to be a recognizable symbol, and therefore should not be altered outside of the rules of the system.

RICKS

SEGWAY

BRAND STANDARDIZATION

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

37

38

Segway Carshare.

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

39

40

GR604: NATURE OF IDENTITY

Visual System.

RICKS

SEGWAY

BRAND STANDARDIZATION

41

42

GR604: NATURE OF IDENTITY

Color Palette.

The Segway color palette is a modern take on a complimentary color harmony. The blues mix together well and are punched with highlights from Segway orange, which is a signature mark of our brand. Therefore, it should be used strategically and sparingly. The division of color is: 65% White 25% Blue/Gray 10% Orange

The Segway system includes seven colors for use in various contexts.

Consistent use of color communicates a specific feeling of the brand to the audience.

RICKS

SEGWAY

BRAND STANDARDIZATION

PMS 172 Segway Orange

R250 G70 B22 C0 M80 Y98 K0 HEX #fa4616

PMS 4160 Segway Blue

R0 G72 B96 C97 M31 Y11 K59 HEX #004860

PMS 120-13 Medium Blue

R58 G132 B155 C65 M0 Y10 K39 HEX #3a849b

PMS 3105 Bright Blue

R103 G210 B223 C49 M0 Y7 K0 HEX #67d2df

PMS 546 Charcoal

R80 G84 B89 C89 M52 Y25 K69 HEX #505459

PMS 4274 Neutral

R162 G169 B173 C35 M22 Y13 K5 HEX #a2a9ad

43

44

65% White 25% Blue/Gray 10% Orange

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

45

46

GR604: NATURE OF IDENTITY

RICKS

Akzidenz-Grotesk Next Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Fonts

Black Extra Bold Bold Medium Regular Light Extra Light

18pt Medium / 18pt / 10

Headline

12pt Light / 12pt / 10

Subhead

9pt Regular / 13pt / 10

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in

Akzidenz-Grotesk Next is a legible and contemporary sans serif and used for all typography due to its bold clarity and geometric simplicity.

SEGWAY

BRAND STANDARDIZATION

47

Typography.

Segway uses the Akzidenz-Grotesk family of fonts for all communications, both in-house and external. The Segway type system has been designed to accompany the product line-up in an elegant and unintrusive way. The use of a sans-serif typeface in both headline and body denote a modern look. Weights are used to create harmony and balance within the system.

The selection and use of our corporate typeface creates a distinctive and consistent look across all communications and helps the reader navigate a document, delivering messages with impact and clarity.

48

GR604: NATURE OF IDENTITY

Akzidenz-Grotesk Next typeface.

RICKS

SEGWAY

BRAND STANDARDIZATION

Akzidenz-Grotesk Next is a legible and contemporary sans serif and is known for its bold clarity and geometric simplicity.

49

50

GR604: NATURE OF IDENTITY

A unified and cohesive stationery system communicates a clear and consistent message.

RICKS

SEGWAY

BRAND STANDARDIZATION

51

Business System.

The design of the stationery system creates a cohesive look for all communication coming from Segway. All paper used in the system should be from recycled stock utilizing the paper that is listed. All items should be printed using offset printing for most accurate colors.

52

GR604: NATURE OF IDENTITY

Letterhead.

The design of the letterhead should be printed using offset printing, but the actual message can be printed using an office copier.

Mohawk Bright White Wove, 100# Text

The letterhead design is created using a standard 8.5 x 11 sheet of paper. A template is provided for printing the letter.

RICKS

SEGWAY

8.5 x 11

BRAND STANDARDIZATION

53

54

GR604: NATURE OF IDENTITY

RICKS

9.5 x 4.125

The envelope design is created using a #10 envelope with a 1.5" flap.

The send to address should always be printed.

SEGWAY

BRAND STANDARDIZATION

Envelope.

The address should be printed in Charcoal, while the interior is Segway Blue to provide security.

Mohawk Bright White Wove, 100# Text

55

56

GR604: NATURE OF IDENTITY

Business Card.

The design of the business card is such that the master design can be printed in bulk and then the personalized information added later to reduce cost of printing.

Mohawk Double-Thick Brilliant White Wove, 160# Cover

The business cards are printed at 2 x 3.5 which is the standard business card size, the vertical nature of the card sets them apart.

RICKS

SEGWAY

2 x 3.5

BRAND STANDARDIZATION

57

58

Segway business system.

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

59

60

Main Company

GR604: NATURE OF IDENTITY

Segway Ride Segway Energy

Personal Rideshare (eBikes, scooters, etc.)

Electric Car Share Segway Ride

Teleportation Buses Subway/Train

Alternative Fuels Zero-Emission Engines Segway Energy

Solar Power Cells Commercial Power Solutions Clean Utilities

Segway’s system is organized to help individuals access and relate to the two services, ride and energy, which together make up the brand.

RICKS

SEGWAY

BRAND STANDARDIZATION

61

Brand Architecture.

Segway is split into two different divisions. Segway Ride and Segway Energy. Our Ride division handles all things transportation, from our rideshare to our teleportation.

Our Energy division handles our research and development into alternative fuels and zero-emission engines.

62

GR604: NATURE OF IDENTITY

Brand Applications.

Segway's visual system represented here on one of our carshare vehicles, bikeshare stations, and our company uniforms. This motif easily expands to all applications.

Segway’s visual system easily expands to various applications.

Presented here applied to an electric car from the car share program and on an electric bike as part of our personal ride-share.

RICKS

SEGWAY

BRAND STANDARDIZATION

63

64

GR604: NATURE OF IDENTITY

Segway employee uniform and winter coat

RICKS

SEGWAY

BRAND STANDARDIZATION

65

GR604: NATURE OF IDENTITY

66

Tone of voice is not what we say, but how we say it. Like speaking, it is the words we choose, the order, rhythm, and pace. Having an established voice for Segway is vital because it sets Segway apart from its competition. It creates consistency, and is has the capacity to be memorable, evoking emotions such as trust, excitement, and loyalty from prospective and current Segway customers.

Four attributes contribute to Segway's voice: 1.

Power: The strength of a voice, supported by how loudly or softly one speaks. The power of one's voice can be used for emphasis in specific places.

Segway's power is strong.

2.

Pace: The pace or the speed of a voice measures energy and deliberation of words. To ensure clar- ity and to avoid unwanted emotions, Segway's pace is slow.

3. Pitch: The pitch can be described as the melody of a voice or the way it rises and falls. To exude intelligence, Segway's pitch is centered.

4.

Pause: The beats taken between spoken word split up information in ways that affect how someone processes what is said. To achieve efficiency, Segways pause is direct.

Segway’s voice is an extension of the performance and quality of its products and services.

RICKS

SEGWAY

BRAND STANDARDIZATION

67

Brand Voice.

Segway's brand voice is an extension of the performance and quality of its products and services. The priority is to speak with intelligence regarding Segway's services and its mission. Without that, one cannot represent Segway.

Speaking directly means to communicate literally and authentically — to not use language that elongates the meaning. Formality is another standard of Segway's brand voice — Segway does not communicate colloquially or playfully. A representative may use aspirational themes to communicate Segway's ambition; however, it must be grounded with technical intelligence. Aspiration without action delegitamizes Segway's mission.

68

GR604: NATURE OF IDENTITY

Brand Extensions.

RICKS

SEGWAY

BRAND STANDARDIZATION

69

70

Moving into the future.

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

71

An Introduction.

The world currently consumes 200 trillion kilowatt-hours of energy annually.

In 2016, C02 concentration levels permanently exceeded the alarming 400 parts per million threshold. Many climate scientists believe this level will cause a catastrophic impact on the environment.

There are three key components that can help address climate change and have a positive impact on the world:

1. Electric vehicles 2. Sustainable energy generation 3. Energy storage batteries

These solutions already exist independently, but when combined, they become even more powerful.

72

GR604: NATURE OF IDENTITY

Ride: Zero-Emission Car.

Segway has always been about transportation, and our engineers have been working hard to produce the Segway EV, a zero-emission car. Smaller than an average car, it is easier to park in a crowded city, but this vehicle does not hold back on its style.

The Segway EV delivers exhilarating performance. Unlike a gasoline internal combustion engine with hundreds of moving parts, Segway electric motor only has one moving piece, as a result, acceleration is instantaneous, silent, and smooth. The Segway EV is the next evolution in clean automobile engineering.

Introducing the Segway EV — a zero-emission electric car.

RICKS

SEGWAY

BRAND STANDARDIZATION

73

74

GR604: NATURE OF IDENTITY

Segway EV owner's manual and dashboard UI.

RICKS

SEGWAY

BRAND STANDARDIZATION

75

12:31 AM 68° F

155 mi

EV

PRND

P

Open

Door Ajar

Navigate to

Welcome, Brian.

12:31 AM 68° F

155 mi

EV

PRND

26 Your Speed

LOADING...

MPH

Speed Limit 25

Navigate to

500ft Berkeley Pl

0.25mi Lincoln Pl

0.5mi 7th Ave

3 mi Segway Charging Station

Segway EV dashboard UI keeps things simple to find and easy to use.

12:31 AM 68° F

155 mi

EV

PRND

R Backup Cam

12:31 AM 68° F

155 mi

EV

PRND

34 Your Speed

MPH

Speed Limit 35

ST R E A M I N G

RADIO

USB

K ra c k

Soulwax N i t e Ve rs i o n s

FAVO R I T E S

12:31 AM 68° F

155 mi

EV

PRND

P Welcome

A BOUT YOUR SEGWAY

175 mi VIN : J H 4K A 7650MC 002609 v1.3 (2020. 30 241f 21)

STAT I O N S

-3:28

78

GR604: NATURE OF IDENTITY

Segway mobile service vehicle.

RICKS

SEGWAY

BRAND STANDARDIZATION

79

80

GR604: NATURE OF IDENTITY

Segway dealership sign and building.

RICKS

SEGWAY

BRAND STANDARDIZATION

81

82

GR604: NATURE OF IDENTITY

Ride: Long-Range Travel.

After producing various short-range travel options, we began to set our sights a bit further. Introducing Segway Air — a long range travel option that utilizes our core technologies of both teleportation and bringing zeroemission travel to airplanes.

Segway electric airplane and airport signage.

RICKS

SEGWAY

BRAND STANDARDIZATION

83

84

Segway Air livery.

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

BRAND STANDARDIZATION

85

86

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

Airport signage, flight crew uniform, and airplane cabin.

BRAND STANDARDIZATION

87

88

GR604: NATURE OF IDENTITY

In-flight entertainment UI

RICKS

SEGWAY

BRAND STANDARDIZATION

89

90

GR604: NATURE OF IDENTITY

RICKS

SEGWAY

In-flight entertainment UI and digital boarding pass

BRAND STANDARDIZATION

91

92

GR604: NATURE OF IDENTITY

RICKS

Energy: Private Green Energy.

Segway SolarRoof is a complete roof that is beautiful, durable, and brings renewable electricity production to any home. These roofs seamlessly supply renewable energy to homes, battery storage systems and back into the grid, creating savings for owners. When paired with Energyzone, Segway’s home battery, Segway SolarRoof can power an entire home with 100% renewable energy.

Energyzone is a rechargeable lithium-ion battery designed to enable self-consumption of solar power, emergency backup, and time-based control.

Envergyzone has 13.5 kilowatt-hours of useable capacity and consists of a lithium-ion battery pack, liquid thermal control system, and integrated inverter, and software that intelligently dispatches electricity when it is needed most. The unit mounts seamlessly on a wall or on the

An Energyzone device on the exterior of a home with solar panels and inside of a garage.

ground, indoors or outdoors, and is integrated with the grid to export excess energy, maximizing the opportunity for economic benefit.

Energyzone can provide a number of different benefits to the customer, including:

1.

2.

3.

4.

Self-Powered Home Backup Power Time-Based Control Home Energy Monitoring

SEGWAY

BRAND STANDARDIZATION

93

94

GR604: NATURE OF IDENTITY

Segway Energy UI allows you to monitor your energy usage.

RICKS

SEGWAY

BRAND STANDARDIZATION

95

96

GR604: NATURE OF IDENTITY

RICKS

10:33 AM

Overview

72

째

Sunday, May 3

76

째

Sunny 81째

60째

Devices

Analytics

Rules

Fan: Auto

Gallery

History

10:33 AM

STR EAM I NG

RA DI O

USB

Overview Krack

Soulwax Nite Versions

-3:28

Devices

Analytics FAVOR I TES

Rules

Gallery

History

SEGWAY

BRAND STANDARDIZATION

10:33 AM

Front Door Overview

Devices

Analytics

Rules

Gallery

History

10:33 AM

700

34%

Kitchen

26%

Living Room

16%

Master Bedroom

12%

Guest Bedroom

10%

Studio

2%

Laundry

3,709 kWh

Day

Week

Month

Year

Overview

600 500

2,836 kWh

400

Devices

300 1,745 kWh

200

Analytics

100 1,309 kWh

1,090 kWh

218 kWh

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

Total Usage: 10,909 kWh

DEC

Rules

57:03:24

15:10:24

36:12:24

22:54:24

320 kWh

3,021 gal

695 kWh

566 kWh

Gallery

History

97

98

GR604: NATURE OF IDENTITY

RICKS

10:33 AM

Usable Capacity

Scalable

13.5 kWh

Up to 10 Energyzones

Depth of Discharge

Operating Temperature

100%

-4°F to 122°f

Efficiency

Dimensions

90% round-trip

45.3” x 29.7” x 6.1”

Power

Weight

7kW peak / 5kW continuous

276 lbs

Supported Applications

Installation

Solar self-consumption

2 Floor mounted units

Back-up power

3 Wall mounted units

Time-based control

4 Indoor & 1 outdoor

Overview

Devices

Analytics

Rules

Off-grid capabilities Certification Warranty

North America Standards

10 years

Grid code compliant

Gallery

History

10:33 AM 05/08/20

Living Room

10:33 AM Consumption by room

304.5 WAT TS

Kitchen

34%

Living Room

28%

Master Bedroom

16%

Guest Bedroom

12%

Studio

10%

Consumption by day

Overview

Devices

Analytics

Rules SUN

MON

TUE

WED

THU

FRI

SAT

Status by unit LIVINGROOM

745

Gallery W

OUTSIDE TEMP

76°

F

INSIDE TEMP

72°

F

WATER

595

CF

INTERNET

45.3

MBPS

History

SEGWAY

In-home control panel screens and service request form.

BRAND STANDARDIZATION

99

100

GR604: NATURE OF IDENTITY

An Energyzone device and a Segway Energy service vehicle.

RICKS

SEGWAY

BRAND STANDARDIZATION

101

102

GR604: NATURE OF IDENTITY

Jacob Ricks #04240731

RICKS