SegwayBrandGuidelines

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 energy- based 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 Visual System Clear Space 14 Minimum Sizes 20 Signatures 22 Alternative Versions 24 Unauthorized Use 28 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 RICKS Brand Overview

SEGWAY BRAND STANDARDIZATION 01

02 GR604: NATURE OF IDENTITY RICKS 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 per- sonal transporter — was launched in December 2001 with the first units delivered in early 2002.

SEGWAY BRAND STANDARDIZATION 03

04 GR604: NATURE OF IDENTITY RICKS Change how the world gets around by providing innova- tive and futuristic modes of zero-emission transportation. Our new mission statement epitomizes the new direction that we are taking as a company.

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-emis- sion 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 RICKS Logo Standards

SEGWAY BRAND STANDARDIZATION 09

10 GR604: NATURE OF IDENTITY RICKS Welcome to the Segway visual standards guide.

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 visi- bly 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. The Segway Logo 2. The Segway Horizontal Lockup 3. The Segway Wordmark 4. The Segway Symbol

12 GR604: NATURE OF IDENTITY RICKS 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.

SEGWAY BRAND STANDARDIZATION 13 Symbol Wordmark

14 GR604: NATURE OF IDENTITY RICKS 1X 1X 1X x 1X 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 15 Clear Space. The clear space is shown as 1X, which is the equivalent of the height of the wordmark. Clear space must be main- tained around the mark. It may not be used in-line with text or integrated with other logos.

16 GR604: NATURE OF IDENTITY RICKS 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.

SEGWAY BRAND STANDARDIZATION 17 1X 1X 1X 1X

18 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 19 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.

20 GR604: NATURE OF IDENTITY RICKS Minimum Sizes. The minimum size that the Segway logo should be pre- sented 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.

SEGWAY BRAND STANDARDIZATION 21 .5” or 35px .25” or 24px .25” or 24px .125” or 18px

22 GR604: NATURE OF IDENTITY RICKS 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.

SEGWAY BRAND STANDARDIZATION 23 Signatures. The stacked version of the logo is the preferred option, followed by the horizontal signature.

24 GR604: NATURE OF IDENTITY RICKS 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 back- grounds. 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 vari- ous situations — which will often be dictated by the size and shape of the available space.

SEGWAY BRAND STANDARDIZATION 25 One-color Inverse on dark Two-color Inverse on dark

26 GR604: NATURE OF IDENTITY RICKS Protecting the brand equity.

SEGWAY BRAND STANDARDIZATION 27 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.

28 GR604: NATURE OF IDENTITY RICKS 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 there- fore should not be altered outside of the rules of the system.

SEGWAY BRAND STANDARDIZATION 29 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

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SEGWAY BRAND STANDARDIZATION 31

32 GR604: NATURE OF IDENTITY RICKS Visual System

SEGWAY BRAND STANDARDIZATION 33

34 GR604: NATURE OF IDENTITY RICKS Color Palette. The Segway color palette is a modern take on a compli- mentary 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.

SEGWAY BRAND STANDARDIZATION 35 Segway Orange PMS: 172 Segway Blue R250 G70 B22 Medium Blue C0 M80 Y98 K0 Bright Blue HEX: #fa4616 Charcoal Neutral PMS: 4160 R0 G72 B96 C97 M31 Y11 K59 HEX: #004860 PMS: 120-13 R58 G132 B155 C65 M0 Y10 K39 HEX: #3a849b PMS: 3105 R103 G210 B223 C49 M0 Y7 K0 HEX: #67d2df PMS: 546 R80 G84 B89 C89 M52 Y25 K69 HEX: #505459 PMS: 4274 R162 G169 B173 C35 M22 Y13 K5 HEX: #a2a9ad

36 GR604: NATURE OF IDENTITY RICKS 65% White 25% Blue/Gray 10% Orange

SEGWAY BRAND STANDARDIZATION 37

38 GR604: NATURE OF IDENTITY RICKS Akzidenz-Grotesk Next Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Fonts 0123456789 18pt Medium / 18pt / 10 Black 12pt Light / 12pt / 10 Extra Bold 9pt Regular / 13pt / 10 Bold Medium Regular Light Extra Light Headline Subhead 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 39 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 prod- uct 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.

40 GR604: NATURE OF IDENTITY RICKS