Scewo

Brand Guideline.

As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers experience central to creative expression.

To achieve this, we’re thoughtfully incorporating beautiful, expressive moments with calm confidence in ways that are optimistic, joyful and recognizably Scewo. By consistently utilizing the Scewo logo, an expanded palette of distinctive colors and a family of harmonious typefaces, we bring purpose and cohesion to every interaction customers, partners and fans have with our brand.

Our new creative expression marries the disruptive core of our brand with helping our customers where they are, on their terms.

Logo.

Optical kerning, refined weight, and defined clearspace, as well as well-delineated placement in relation to other content, all help to make our logo as instantly recognizable as possible at all sizes and in all contexts.

Scewo vs. Scewo BRO

In general we use two different logos. The standard SCEWO logo and the additional SCEWO BRO logo. Please make sure that you use them only in the right context. The SCEWO logo (left) is used when it represents the whole company (Scewo AG). The SCEWO BRO logo (right) is used when it represents BRO only (Wheelchair).

Scewo Symbol

In addition to the two logo variants, there is also the unique Scewo symbol. This symbol should be used wisely. Mainly when our main logo cannot be placed according to the guidelines. For example, with profile images on various social media platforms.

Clearspace

Clearspace around the logo is at least equal to the height of the S.

Color.

The logo should be gray/blue on lighter and white on darker backgrounds.

Scale.

Our logo is designed to scale to small sizes on print and screen. Smallest size: 250 pixels wide when digital used and 20 mm for print material.

Partnerships.

Aligning partnership logos should follow clearspace rules. The separating line between logos can be created using a vertical line in the same color as the logo. The height of the line is 1.5x the height of the logo itself.

Social Icons.

Social icons are individually designed based on specifications. They are an exception to the clear space guidelines and are sized optically to best fit each shape. Align the logo center vertically and horizontally in the icon shape. Use a horizontal S as the padding to the left and right edge of the icon shape.

Don’t do this!

Don’t manipulate the logo, don’t stretch the logo, don’t use other than the official colors, don’t pair the logo with marks that may be confused as logos, don’t type out Scewo in any other fonts.

Typography.

Our typography is unique and easy to use. We use two different font types. One for internal usage (like the Google applications) and one for everything that is marketing related and is meant so see by a customer.

Volte vs. Red Hat Display.

The Volte font is used in the following cases:

Print media (Brochures, business cards)
Digital media (Website, social media, videos)
Merchandise & Clothing
Technical documentations

The Red Hat Display font is used in the following cases:

Invoices and other Google application material

The Arial font is used in the following cases:

E-Mails

Pairings.

It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. When pairing different weights, make sure that you alway skip one weight.

**Volte:** Bold should be paired with Medium, Semi Bold with Regular, and Medium weight with Light weight.

**Red Hat Display:** Black should be paired with Medium, and Bold with Regular.

Hierarchy.

It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.

**Headline:** Volte Semi Bold | Leading 1/100% **Subhead:** Volte Regular | 2/3 Headline size, Leading 1.1/110% **Text:** 1/3 Headline size, Leading 1.2/120%

**Headline:** Volte Semi Bold | 2x Subhead size, Leading 1/100% **Subhead:** Volte Regular | ½ Headline size, Leading 1.1/110%

**Headline**: Volte Semi Bold | 2x Subhead size, Leading 1/100% **Subhead:** Volte Regular | ½ Headline size, Leading 1.1/110% **Text:** Volte Medium | ⅓ Headline size, Leading 1.2/120%

**Headline**: Volte Semi Bold | 2x Subhead size, Leading 1/100% **Text:** Volte Regular | ½ Headline size, Leading 1.2/120%

Color.

In general we use black, grey or white for typography. In some cases we use our corporate blue. Please have a look at the color section for more information about the use of color.

Examples.

The gallery below shows you concrete examples where the typography was designed according to the guideline.

Color.

Our colors take advantage of our existing strong—and globally positive—association with blue. A shift to more white and a manageable range of distinctive secondary and tertiary colors lets our premium blue continue to work for us while letting us embrace a lighter feel.

Primary Color.

The primary color of Scewo is the characteristic Scewo Blue. Blue is associated with strength, trust and reliability. Blue also conveys professionalism and is the favorite color of most people.

Secondary Colors.

Our secondary colors are our Scewo Gray, as well as Scewo Black and Scewo White. Basically, everything is designed with these colors and enhanced and refined with our primary color, Scewo Blue.

Tertiary Colors.

In order for our visual design to convey information, feelings and beautiful aesthetics in the best possible way, other colors are sometimes necessary. For this purpose we have tertiary colors like Scewo Green, Scewo Yellow and Scewo Red, which should be used only very thoughtfully.

Tone of Voice.

Our tone of voice provides a set of core elements to define quality writing across all touchpoints, as well as supporting elements to convey the best of our brand personality to the world.

It is designed to serve as an umbrella that informs and unites style guides for departments, countries, and languages. Voice and tone express a brand’s essence, signaling who we are and what we stand for. They create the feeling: “That sounds like Scewo.” And they let us show up in the world as the innovative global mobility company we are.

Bold.

Unafraid to imagine a world others won’t even consider.

Does it grab the audience’s attention?
Are we speaking as confident leaders?
Does it feature strong, specific word choices?

Direct.

Straightforward, matter of fact. No poetry, just transparency.

Is it easy to understand in a single quick pass?
Is it as clear and succinct as possible?
Is it scrubbed of any jargon?
If the audience is being asked to act, is that action and how to take it clear?

With heart.

The passion and conviction to see and care beyond yourself.

Is the focus on the audience?
Is why they would care clear?
Does it focus on solutions over problems?
Have we assumed the positive about the situation or audience?

Editing tips.

Choose clear words

Look for complex words and jargon; replace them with easy-to-understand choices.

Did you repeat yourself?

Repetition is sometimes effective. Sometimes. Use it sparingly and intentionally.

Use specific nouns

Is that boat you mention a rowboat, a tugboat, a barge, a cruise ship, or a kayak?

Read everything aloud

It’s the best way to catch typos and mistakes and awkward phrasing and lapses in logic.

Check adjectives

Are they all necessary? Would a more specific noun choice be better? Is it a big house or a mansion? A brimmed hat or a fedora?

Kill your darlings

Don’t keep something because you like it; keep it because it works.

Cut the adverbs

All of them! Really, very, and basically. Slash and burn! It will force you to choose the best words (did you drive quickly or rush, race, or speed?).

Pick strong verbs

Are they as precise as they can be? Maybe you edited a story, but perhaps you rewrote, revised, or polished it.

Turn it positive

Force yourself to say what you mean and save on word count in one fell swoop: no shipping fees → free shipping.

Downloads & Copy Paste

Ressources.

Logo

Scewo | Gray & Blue – Print

Download

Scewo | Gray & Blue – Digital

Download

Scewo | White & Blue – Print

Download

Scewo | White & Blue – Digital

Download

Scewo | White – Print

Download

Scewo | White – Digital

Download

Scewo BRO | Gray & Blue – Print

Download

Scewo BRO | Gray & Blue – Digital

Download

Scewo BRO | White & Blue – Print

Download

Scewo BRO | White & Blue – Digital

Download

Typography

Volte Typeface

Download

Red Hat Display Typeface

Download

Color

Scewo Blue

C90 M10 Y0 K0 | HEX 0F9BFF | R15 G155 B255

Scewo Black

C89 M78 Y62 K97 | HEX 070707 | R7 G7 B7

Scewo Dark Gray

C0 M0 Y0 K87 | HEX 6E6E6E | R34 G34 B34

Scewo Gray

C0 M0 Y0 K65 | HEX 222222 | R110 G110 B110

Scewo Medium Gray

C0 M0 Y0 K29 | HEX C8C8C8 | R200 G200 B200

Scewo Light Gray

C0 M0 Y0 K04 | HEX F5F5F5 | R245 G245 B245

Scewo White

C0 M0 Y0 K0 | HEX FFFFFF | R255 G255 B255

Scewo Signal Green

C69 M0 Y81 K0 | HEX 32C759 | R50 G199 B86

Scewo Signal Yellow

C0 M21 Y93 K0 | HEX FFCC05 | R255 G204 B5

Scewo Signal Red

C0 M85 Y76 K0 | HEX FF3B30 | R255 G59 B48

Name	Provider	Purpose	Expiration
Google Analytics	Google Ireland Limited	Statistik	2 Jahre
Facebook Pixel	Facebook Ireland Ltd	Marketing	3 Monate
Google Ads Conversion Tracking	Google Ireland Limited	Marketing	2 Jahre
Universal Event Tracking Microsoft	Microsoft Corporation	Marketing	1 Jahr
Hotjar	Hotjar ltd	Marketing

Brand Guideline.

Logo.

Scewo vs. Scewo BRO

Scewo Symbol

Clearspace

Color.

Scale.

Partnerships.

Social Icons.

Don’t do this!

Typography.

Volte vs. Red Hat Display.

Pairings.

Hierarchy.

Color.

Examples.

Color.

Primary Color.

Secondary Colors.

Tertiary Colors.

Tone of Voice.

Bold.

Direct.

With heart.

Editing tips.

Ressources.

Logo

Typography

Color

EMERGENCY HOTLINE

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