SegwayBrandGuidelines

SEGWAY BRAND STANDARDIZATION 41 Akzidenz-Grotesk Next is a legible and contemporary sans serif and is known for its bold clarity and geo- metric simplicity.

42 GR604: NATURE OF IDENTITY RICKS A unified and cohesive stationery system communicates a clear and consistent message.

SEGWAY BRAND STANDARDIZATION 43 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 utiliz- ing the paper that is listed. All items should be printed using offset printing for most accurate colors.

44 GR604: NATURE OF IDENTITY RICKS Letterhead. The design of the letterhead should be printed using off- set 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.

SEGWAY BRAND STANDARDIZATION 45 8.5 x 11

46 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 47 Envelope. The address should be printed in Charcoal, while the interior is Segway Blue to provide security. Mohawk Bright White Wove, 100# Text

48 GR604: NATURE OF IDENTITY RICKS 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.

SEGWAY BRAND STANDARDIZATION 49 2 x 3.5

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52 GR604: NATURE OF IDENTITY RICKS Main Company Segway Ride Segway Energy Segway Ride Personal Rideshare (eBikes, scooters, etc.) Electric Car Share Teleportation Buses Subway/Train Segway Energy Alternative Fuels Zero-Emission Engines 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.

SEGWAY BRAND STANDARDIZATION 53 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 develop- ment into alternative fuels and zero-emission engines.

54 GR604: NATURE OF IDENTITY RICKS 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 embroidered on a uniform.

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56 GR604: NATURE OF IDENTITY RICKS Segway employee uniform and winter coat

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58 GR604: NATURE OF IDENTITY RICKS 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.

SEGWAY BRAND STANDARDIZATION 59 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.

60 GR604: NATURE OF IDENTITY RICKS Brand Extensions

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62 GR604: NATURE OF IDENTITY RICKS Moving into the future.

SEGWAY BRAND STANDARDIZATION 63 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 cli- mate 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.

64 GR604: NATURE OF IDENTITY RICKS 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 mov- ing 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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66 GR604: NATURE OF IDENTITY RICKS Segway EV owner's manual and dashboard UI.

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155 mi 12:31 AM 68° F Open EV P R N D Navigate to P Door Ajar Welcome, Brian. 155 mi 12:31 AM 68° F LOADING... Navigate to EV P R N D 500ft 26Your Speed Berkeley Pl MPH 0.25mi Lincoln Pl Speed Limit 25 0.5mi 7th Ave 3 mi Segway Charging Station

155 mi 12:31 AM 68° F EV P R N D R Backup Cam 155 mi 12:31 AM 68° F STREAMING RADIO USB EV P R N D Krack Soulwax 34Your Speed Nite Versions MPH FAV O R I T E S Speed Limit 35 -3:28 155 mi 12:31 AM 68° F STAT I O N S ABOUT YOUR SEGWAY EV P R N D P Welcome 175 mi VIN: JH4KA7650MC002609 v1.3 (2020.30 241f21)

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72 GR604: NATURE OF IDENTITY RICKS Segway dealership sign and building.

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74 GR604: NATURE OF IDENTITY RICKS 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 zero- emission travel to airplanes. Segway electric airplane and airport signage.

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SEGWAY BRAND STANDARDIZATION 79 Airport signage, flight crew uniform, and airplane cabin.

80 GR604: NATURE OF IDENTITY RICKS In-flight entertainment UI

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SEGWAY BRAND STANDARDIZATION 83 In-flight entertainment UI and digital boarding pass

84 GR604: NATURE OF IDENTITY RICKS Energy: Private Green Energy. Segway SolarRoof is a complete roof that is beautiful, ground, indoors or outdoors, and is integrated with the durable, and brings renewable electricity production to grid to export excess energy, maximizing the opportu- any home. These roofs seamlessly supply renewable nity for economic benefit. energy to homes, battery storage systems and back into the grid, creating savings for owners. When paired with Energyzone can provide a number of different benefits Energyzone, Segway’s home battery, Segway SolarRoof to the customer, including: can power an entire home with 100% renewable energy. 1. Self-Powered Home Energyzone is a rechargeable lithium-ion battery designed 2. Backup Power to enable self-consumption of solar power, emergency 3. Time-Based Control backup, and time-based control. 4. Home Energy Monitoring 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.

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88 GR604: NATURE OF IDENTITY RICKS 10:33 AM 72° Sunday, May 3 Overview Fan: Auto Devices 76° Sunny Analytics 81° 60° Rules Gallery History STREAMING RADIO USB 10:33 AM Krack -3:28 Overview Soulwax Devices Nite Versions Analytics Rules FAV O R I T E S Gallery History

SEGWAY BRAND STANDARDIZATION 89 Front Door 10:33 AM Overview Devices Analytics Rules Gallery History 10:33 AM 700 Day Week Month Year 600 34% Kitchen Overview 26% 3,709 kWh Devices 16% Analytics 12% Living Room 500 Rules 10% 2,836 kWh 400 Gallery History Master Bedroom 300 1,745 kWh 200 100 Guest Bedroom JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 1,309 kWh Studio Total Usage: 10,909 kWh 1,090 kWh 2% Laundry 57:03:24 15:10:24 36:12:24 22:54:24 218 kWh 320 kWh 3,021 gal 695 kWh 566 kWh

90 GR604: NATURE OF IDENTITY RICKS 10:33 AM Usable Capacity Scalable Overview 13.5 kWh Up to 10 Energyzones Devices Analytics Depth of Discharge Operating Temperature Rules 100% -4°F to 122°f Gallery History 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 Off-grid capabilities Certification Warranty North America Standards 10 years Grid code compliant 10:33 AM Living Room 05/08/20 10:33 AM Consumption by room 304.5 Kitchen 34% Overview Living Room 28% Devices WAT TS Master Bedroom 16% Analytics Guest Bedroom 12% Rules Studio 10% Gallery History Consumption by day SUN MON TUE WED THU FRI SAT Status by unit 76°OUTSIDE TEMP 72°INSIDE TEMP 595WATER CF 45.3INTERNET MBPS F F 745LIVINGROOM W