Segment brand
resource center

Good data requires a strong system to keep it organized and consistent; a brand works much the same way. This brand system is the cornerstone of the Segment identity. Thank you for using it responsibly.
Segment brand image
Brand Guidelines decor

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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Segment Logo

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.

Segment Construction

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.

Segment Clear space

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.

Segment Partnerships

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.

Segment Partnerships

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.

Segment Logo
Segment Logo
Segment Logo

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”

Our logo is available in four forms depending on use.

Horizontal

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

Segment Logo

Vertical

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

Segment Logo

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.

Segment Logo

Avatar

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

Segment Logo

Logotype

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

Segment Logo

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

Icon close Segment Logo

Our logo should always be Segment green, dark acai, or white.

Icon close Segment Logo

Our logo should never be typed out. Please use the relevant asset file.

Icon close Segment Logo

Our logo should never be inverted in any direction.

Icon close Segment Logo

Our logo should never be stylized with any background colors.

Dark Acai
CMYK: 88, 93, 65, 41 RGB: 28, 7, 50 HEX: 1C0732
Segment Green
CMYK: 65, 0, 55, 0 RGB: 82, 189, 148 HEX: 52BD94

Dark mode

Light mode

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

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.

HEX: #1C0732
HEX: #5C4D6B
HEX: #92889D
HEX: #C9C3CE
HEX: #EDEBEF
HEX: #52BD94
HEX: #82CFB2
HEX: #ACDFCC
HEX: #D5EFE5
HEX: #F1FAF6
HEX: #6156BB
HEX: #8D85CE
HEX: #B3AEDE
HEX: #D9D6EF
HEX: #F2F1FA
HEX: #4D0862
HEX: #7F4D8E
HEX: #AA88B4
HEX: #D4C4D9
HEX: #F1EBF2

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

Collect
CMYK: 69, 0, 27, 0 RGB: 0, 197, 200 HEX: 00C5C8
Control
CMYK: 77, 49, 0, 0 RGB: 0, 129, 255 HEX: 0081FF
Understand
CMYK: 37, 71, 0, 0 RGB: 216, 82, 255 HEX: D852FF

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.

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

Icon close Sample title

Improper use of secondary color.

Icon close Sample title

Improper use of specialty colors.

Icon close Sample title

Improper use of product color.

Icon close Sample title

Wrong color proportion for both dark mode and Light mode.

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.

Download textures Teammates only

Diagonal block

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

Image diagonal block

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.

Image horizontal gradient

Block bits

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

Image block bits

Diagonal step gradient

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

Image diagonal gradient

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.

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.

Download brand icons Teammates only
Icon empty state Empty state
Icon checkmark Checkmark
Icon attracting Attracting
Icon health Health
Icon empty state Download
Icon checkmark Location
Icon attracting Marketing
Icon health Analytics
Icon empty state Launch
Icon checkmark Learning
Icon attracting Performance
Icon health Email

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.

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.

Download product icons Teammates only
Icon connections Connections
Icon functions Functions
Icon warehouses Warehouses
Icon catalog Catalog
Icon privacy Privacy
Icon protocols Protocols
Icon personas Personas

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.

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.

Image bullet points

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

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.

All components of hero illustrations should be in isometric mode.

Image hero illustration

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.

Download illustrations Teammates only

All non-hero illustrations should be flat.

Image flat illustration

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.

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.

Download Graphik font Teammates only
Graphik light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*().
Graphik regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*().
Graphik medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*().
Graphik semibold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*().
Graphik bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*().

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.

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.

The best companies are built on unified customer data

Segment is a customer data platform that makes good data accessible for all teams.

Below are hierarchy guidelines and application examples.

Headline H1 Semibold 56px/64px
Headline H2 Semibold 48px/56px
Headline H3 Semibold 40px/48px
Headline H4 Semibold 32px/40px
Headline H4 Semibold 24px/32px
Headline H5 Semibold 18px/24px
Big paragraph. Segment is
a customer data platform.
Regular 24px/40px
Medium paragraph. Segment is a
customer data platform.
Regular 20px/32px
Normal paragraph.
Segment is a customer data platform.
Regular 16px/24px
Small paragraph. Segment is a customer data platform. Regular 14px/24px

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

Image case study

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
Download PDF templates Teammates only
Image presentation

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