SEGWAY
Visual Standards Guide.
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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.
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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.
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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
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Brand Overview.
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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.
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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.
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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.
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Logo Standards.
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Welcome to the Segway visual standards guide.
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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.
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Sleek.
Trim and graceful; finely contoured; streamlined.
Smooth, polished, glossy.
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VISUAL STRATEGY
Innovative.
Featuring new methods; advanced and original.
Creative, inventive, original.
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Simple.
Plain, basic, or uncomplicated in form, nature, or design; without much decoration or ornamentation.
Clear, minimal, uncomplicated.
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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.
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Design Process.
From initial sketches to explorations, a brief taste of the design process that went into a rebrand.
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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.
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Symbol
Wordmark
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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.
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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.
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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.
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1X
1X
1X
1X
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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.
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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.
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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.
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.5” or 35px
.25” or 24px
.25” or 24px
.125” or 18px
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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.
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Signatures.
The stacked version of the logo is the preferred option, followed by the horizontal signature.
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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.
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One-color
Inverse on dark
Two-color
Inverse on dark
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Protecting the brand equity.
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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.
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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.
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Segway Carshare.
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Visual System.
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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.
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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
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65% White 25% Blue/Gray 10% Orange
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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.
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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.
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Akzidenz-Grotesk Next typeface.
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Akzidenz-Grotesk Next is a legible and contemporary sans serif and is known for its bold clarity and geometric simplicity.
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A unified and cohesive stationery system communicates a clear and consistent message.
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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.
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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.
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8.5 x 11
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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.
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Envelope.
The address should be printed in Charcoal, while the interior is Segway Blue to provide security. Mohawk Bright White Wove, 100# Text
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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.
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2 x 3.5
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Segway business system.
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Main Company
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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.
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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.
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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.
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Segway employee uniform and winter coat
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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.
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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.
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Brand Extensions.
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Moving into the future.
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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.
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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.
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Segway EV owner's manual and dashboard UI.
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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
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155 mi
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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
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Segway mobile service vehicle.
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Segway dealership sign and building.
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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.
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Segway Air livery.
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Airport signage, flight crew uniform, and airplane cabin.
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In-flight entertainment UI
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In-flight entertainment UI and digital boarding pass
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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
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Segway Energy UI allows you to monitor your energy usage.
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10:33 AM
Overview
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Sunday, May 3
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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
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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
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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
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In-home control panel screens and service request form.
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An Energyzone device and a Segway Energy service vehicle.
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Jacob Ricks #04240731
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