Brand Guidelines
A comprehensive guide to the Rangeway brand identity, visual system, and communication standards.
Brand Foundation
The strategic foundation that guides everything we do and how we present ourselves to the world.
Rangeway is building a hospitality-first EV charging network, shaped by the conviction that the stop itself should be worth the time.
Our Promise
Thoughtful hospitality, indoor comfort, and reliable charging shape our Waystation, Basecamp, and Summit destination formats.
Our Differentiator
Our destination formats put the guest experience first. ChargeVia by Rangeway brings a gas station-style fast-charging concept to standalone and host-site settings.
Our Philosophy
We think like hotel operators, not utility companies. Every stop should be an experience worth designing.
Logo System
The stylized R is the first letter of Rangeway, followed directly by angeway. The amber path mark sits inside the R. Always use the approved vector artwork.
Primary Logo
The primary logo should be used in most applications. The cream wordmark with its amber path mark on charcoal is our default configuration.
Primary logo: Cream wordmark with amber path mark on charcoal
Logo Variations
Approved variations for different contexts and backgrounds.
On warm: Marketing, merchandise, events
On light: Partnerships, documents, proposals
On sage: Special campaigns, seasonal content
Monochrome: Single-color print applications
Clear Space
Maintain clear space equal to the height of the warm accent dot on all sides of the logo.
Minimum Sizes
To ensure legibility, never use the logo smaller than these minimum sizes.
64px digital
32px icon
16px favicon
Incorrect Usage
Maintain the integrity of our logo by avoiding these modifications.
Don't rotate
Don't reduce opacity
Don't change colors
Don't stretch
Color Palette
Our colors evoke warmth, premium quality, and the golden hour moments that define the Rangeway experience.
Primary Colors
#282a29 · RGB 40, 42, 41Primary backgrounds, text, mark
#f4a855 · RGB 244, 168, 85Accent, destination dot, CTAs
Secondary Colors
#f5ebdd · RGB 245, 235, 221Light backgrounds, alternate layouts
#505b4d · RGB 80, 91, 77Campaigns, seasonal, secondary accent
Typography
Our type system balances the refined elegance of Raleway with the readability of Source Sans for a premium yet approachable feel.
Wordmark & Headlines
Use the outlined SVG artwork for the wordmark; do not recreate it with a font. Raleway is used for headlines, with Source Sans 3 for body copy.
Body Copy
Source Sans 3 is used for body copy, providing excellent readability across all sizes.
Type Hierarchy
Voice & Tone
How we speak reflects who we are: thoughtful, welcoming, and premium without pretense.
Brand Voice
Our voice is warm, confident, and refined. We speak like hospitality professionals, not utility companies. We celebrate the journey and make every interaction feel considered.
Thoughtful
Every word is intentional. We communicate with purpose and clarity.
Welcoming
We make everyone feel like a valued guest, not just a customer.
Elevated
Premium without pretense. Quality you can feel in every detail.
Language Guidelines
Use This Language
- "driver's lounge"
- "Destination experiences"
- "A moment worth savoring"
- "Thoughtful amenities"
- "Premium hospitality"
- "Travel farther. Stop better."
- "ChargeVia by Rangeway"
- "Lookouts" for Summit accommodations
Avoid This Language
- Technical jargon (350kW, NOC)
- "Just chargers" framing
- Utility/infrastructure language
- "Discounts" or "cheaper rates"
- Hub-satellite terminology
- "Station" (use "location")
- Em dashes in writing
- Overly casual language
Usage Guidelines
Quick reference for when to use each logo variation and brand element.
Logo Application Guide
| Context | Logo Version | Notes |
|---|---|---|
| App icon, website header | Primary (Charcoal bg) | Default for digital |
| Physical signage | Primary (Charcoal bg) | Ensure contrast |
| Business cards, investor deck | Primary (Charcoal bg) | Professional contexts |
| Marketing campaigns, social | Warm bg or Primary | Choose based on content |
| Merchandise, apparel | Warm bg | Energetic, visible |
| Co-branded materials | Light (Cream/White bg) | Plays well with partners |
| Documents, proposals | Light (Cream/White bg) | Clean, readable |
| Special campaigns | Sage bg | Seasonal, unique moments |
| Single-color print | Mono black or white | Production constraints |