Segment brand
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Segment logo

Our logo is our visual identity and the face of our company. Always adhere to these guidelines to keep our brand consistent. The Segment logo reflects the pillars of our brand - it is designed to be approachable, scalable, and balanced.

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Construction

The logomark is comprised of simple shapes, dots, and lines. The dots represent data, and the lines represent the pathways data follows within our infrastructure. Together, they form a rounded lowercase “s” for Segment.

Optical kerning and defined clear space, as well as layout and variant usage guidelines all help to maintain the recognizable logo’s integrity across contexts.

Clear space

To maintain the integrity of our logo, it needs room to breathe when used alongside other visual elements. There should be sufficient space between our logo and other graphics or the edge of the page/screen. Use the x-height of the “s” as a guide for clear space.

Partnerships

Separate clear space rules apply to aligning partnership logos. Use the width of two “s” as a guide for clear space between the Segment logo and partner logos.

You may recolor the two logos collectively, only in white. When needing to do so, place a simple, perfect square in the middle to separate the two logos (see case study header). The size of the square should provide optical balance between the two logos.

Color

Our logo should be Segment green on most backgrounds.

When this interferes with legibility of the logo, the logo should be white or dark acai. Please do not use boysenberry purple or any other color from the Segment color palette for the logo.

Scale

Our logo is designed to scale down in relevant contexts on print and screen.

Smallest sizes:

Horizontal — 24px / 0.25” Vertical — 48px / 0.50” Icon — 24px / 0.25” Avatar — 40px / 0.50” Logotype — 24px / 0.25”

Layouts

Our logo is available in four forms depending on use.

Horizontal

Our primary logo is horizontally laid out. Whenever possible, use our primary logo.

Vertical

When space or proportions don’t allow for our primary logo, you may use the vertical lock-up.

Icon

When you need to use the logo in a form that is too small for the text to be readable, you may use the icon instead.

Avatar

When the logo needs to be separated from its background, you may use the avatar.

Logotype

When context does not allow for use of symbols, us the logotype.

Segment logo guidance

Please review these sample design pieces as guiding examples of what to avoid.

Color

Primary brand colors

Dark mode

Light mode

Secondary brand color

Both dark & light mode, boysenberry should be used in design elements that need to be supported with an accent color.

Boysenberry

CMYK: 72, 74, 65, 41 RGB: 97, 86, 187 HEX: 6156BB

Speciality colors

Specialty colors should be used only in design elements that require tone-on-tone pairings or variations of tone and opacity. Appropriate examples are illustration, background gradients, brand bits, and other supporting design elements. Specialty colors are not meant to be replacements to the primary and secondary colors, nor should they be used if their flexibility is not needed.

Product category colors

Specialty colors to be used only in their corresponding product-related context.

Usage proportions

Please follow the rules of these proportions in order to maintain brand consistency across all brand communication. White also plays an important role in brand communication and should provide balance where needed.

Color guidance

Please review these sample design pieces as guiding examples of what to avoid.

Gradients and textures

Specialty gradients and textures can be used as background elements, to frame designs, or to create transitions across vertical spacing.

It is imperative that they are not applied in an overwhelming way. In particular, textures with defined shapes are there to support designs, not define them. Always ensure both gradients and textures are balanced with negative space and maintain optical balance. These are commonly used samples.

Diagonal block

Should be reserved for designs with enough vertical spacing to justify usage.

Horizontal step gradient

The gradient layer must always be accompanied by a saturated background in the same color family. Positioning of the gradient can be altered depending on need.

Block bits

Should be used as a framing element to add visual interest to an otherwise plain background.

Diagonal step gradient

Should be reserved for designs with enough vertical spacing to justify usage.

Gradient and texture construction

You may create new textures as long as they are in line with the design philosophy of the examples above, meaning: sharp angles, defined edges, block-based shapes, and smooth gradient transitions.

You may create new gradients as long as they primarily feature either the dark mode or light mode color palettes of our brand.

Segment iconography

Brand icons

Our brand icons can be used as a way to communicate important information quickly and effectively across brand-related touchpoint. Our iconography design structure is modeled around our logo: lines communicate the bulk of the principle, and dots are introduced for balance.

An icon should include a minimum of one dot, and a maximum of two dots, depending on the complexity of the icon.

Brand icon construction

All icons should be drawn on a 24x24px grid frame, with a 2px stroke width for outlines. Please maintain one pixel padding on all sides as guidance with the exception of maintain optical balance.

Segment product icons

Our product icons are constructed with our products in mind and serve a purpose separate from brand-facing communication. These icons can be used in small scale and are meant to communicate the functional aspect of our product library. They are used with the “product category” colors.

Product icon construction

All icons should be drawn on a 24x24px grid frame, with a 3px stroke width for outlines. Please maintain one pixel padding on all sides as guidance with the exception of maintain optical balance.

Bullet points

When in need of bullet points, please use squares instead of any other shapes. The squares should be in one of Segment’s primary colors. Below is an example.

Illustration

Our illustration style builds off our balanced design philosophy. Our goal with each illustration is to create an easily understood, branded piece of communication.

Color

You may use the specialty color palette to create illustrations while keeping in mind:

Never use more than 3 colors in a single illustration. Exception: incorporating other brands’ logos. All external brand logo should be in their primary colors. For a simplified option, using white version of partner logos is recommended.

The primary colors of the illustration should be in line with either the dark mode or light mode color palette.

Hero illustration construction

All components of hero illustrations should be in isometric mode.

Show movement

To show movement (ex: the data movement shown through the vertical dotted line moving into the logo above), use a gradient along with a dot line. Solid lines could also be used to highlight progression.

Highlight components

To highlight the primary components of the hero illustration (ex: the 4 icons that are activated above), raise them up 20-25% of the baseline height.

Secondary components

To illustrate secondary components (ex: the faded app icons above), raise them up 10-15% of the height. To additionally highlight hierarchy amongst secondary components, reduce their opacity gradually: 25% - 15% - 5%.

Segment logo

To showcase the Segment logo in an illustration, use our avatar logo (white logo mark with Segment green background) to maintain highest legibility for the brand.

Flat illustration construction

All non-hero illustrations should be flat.

Show movement

To show movement (ex: the data movement shown through the vertical dotted line moving into the logo above), use a gradient along with a dot line.

Segment logo

To showcase the Segment logo in an illustration, use our avatar logo (white logo mark with Segment green background) to maintain highest legibility for the brand.

Segment typography

Our primary typeface is Graphik, a modern geometric sans-serif. It strikes the perfect balance between well-crafted and instantly recognizable, while being friendly and welcoming.

The following are the primary five weights used across our brand. While Graphik includes nine weights, these five weights cover Segment’s use cases. Please note Graphik medium is reserved for the specific use case of the website as shown in the hierarchy section. Please consult with the Segment brand marketing creative team if you’d like to implement any weights outside of these five.

Alternative typeface

For alternative usage when our primary brand typeface is not available, use the open-source google font inter. Inter represents the same visual qualities of our primary typeface and maintains the right brand personality as well as visual readibility.

Pairings

Please implement these type pairings in your designs in order to maintain clarity, consistency, and clear hierarchy. Please use the Semibold for all headlines, and the regular for body content.

Hierarchy

Below are hierarchy guidelines and application examples.

Templates

Teammates may use these templates as starting points for design needs.

PDF templates

This link is to an Adobe InDesign file that includes: 2 templates for case studies, each in dark mode and light mode, for a total of 4 templates. These templates and their layouts may be used for other print needs as well.

Please review the notes below before altering:

• The logo layout in the top right corner (for partnerships) must remain intact as is. Do not remove the square separator, and do not add any underlines beneath them.
• Do not alter the margins
• Do not increase the characters limits and sentence limits on any of the copy (titles, paragraphs, or otherwise)
• Do not alter any of the font stylings (title must be bold; body copy must be regular; etc.)
• Do not alter the opacity of any of the margins’ copy

Presentation template

Press kit

The Segment press kit includes our logo, executive team's headshots, and latest product screenshots.

Downloads