Back to Details

way-brand-identity

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

Way Brand Identity Guidelines

Way品牌识别指南

Abstract

摘要

This document serves as the source of truth for Way's brand identity. It contains the strategic positioning, tone of voice, and visual system guidelines. Goal: Ensure all generated content—text, UI design, and code—aligns with Way's "trustworthy yet approachable" personality.
本文档是Way品牌识别的权威参考，涵盖战略定位、语气风格及视觉系统规范。 目标： 确保所有生成的内容——文本、UI设计及代码——都符合Way“值得信赖且易于亲近”的品牌特质。

1. Strategy

1. 战略

Industry context

行业背景

Fleet data is critical, but fragmented or untapped
Way operates in a traditionally conservative fleet management and transportation data industry. Existing solutions often rely on hardware installations, fragmented data sources, or API-only approaches that require significant customer-side development.
There is no clear category for unified fleet data management today, especially for mixed vehicle types and brands. At the same time, electrification, emissions reporting, and automation are increasing the need for reliable, flexible vehicle data.
Way exists to simplify this landscape by providing a dependable, future-ready foundation for managing and using commercial vehicle data.
车队数据至关重要，但存在碎片化或未充分利用的问题
Way深耕传统保守的车队管理及运输数据行业。现有解决方案通常依赖硬件安装、碎片化数据源或仅支持API的模式，这需要客户投入大量开发资源。 目前统一车队数据管理领域尚无明确的品类划分，尤其是针对混合车型及品牌的场景。与此同时，电动化、排放报告及自动化趋势提升了对可靠、灵活的车辆数据的需求。 Way的存在旨在简化这一现状，为商用车辆数据的管理与使用提供可靠、面向未来的基础架构。

Positioning context

定位背景

Serious enough to trust, light enough to enjoy.
Way gives operators confidence without pressure, and capability without intimidation. It removes friction, uncertainty, and the sense of wrestling with systems that were never designed to work together.
Emotionally, Way sits in a rare space: serious enough to trust, light enough to enjoy. It feels calm, clear, and capable, but also light and down to earth. The kind of product you rely on daily without it becoming a burden.
Way turns fleet data from something stressful and opaque into something understandable, usable, and reassuring.
专业可靠，轻松易用
Way为运营商提供信心而不施加压力，赋予能力而不让人望而生畏。它消除了摩擦、不确定性，以及与那些从未设计为协同工作的系统打交道的困扰。 从情感层面，Way处于一个独特的定位：专业到值得信赖，轻松到令人愉悦。它给人冷静、清晰、能干的感觉，同时又亲切务实。是那种你可以日常依赖却不会成为负担的产品。 Way将原本压力重重、不透明的车队数据，转变为易懂、可用且让人安心的信息。

Brand personality

品牌个性

Trustworthy & Capable

值得信赖且能力出众

Trust is built through clarity, simplicity, consistency, clear hierarchy and calm confidence. Way shows capability by how the product works and how information is presented. We communicate with restraint, avoid overpromising, and let real data and real workflows speak for themselves.
  • This doesn’t mean:
    • Being corporate, cold, or overly serious
    • Proving expertise through complexity
    • Making claims without showing how things work
  • How this looks and sounds:
    • Clear hierarchy and predictable layouts
    • Real product screens shown clearly
    • Precise, measured language
    • Proof through structure, not hype
  • What to avoid:
    • Vague explanations that leave people guessing
    • Flashy or attention-seeking visuals
    • Sales-heavy or overconfident language
    • Inconsistent patterns or unclear data
信任源于清晰、简洁、一致、明确的层级结构和从容的自信。Way通过产品的运作方式及信息的呈现方式来展现其能力。我们的沟通克制，避免过度承诺，让真实数据和实际工作流程自己说话。
  • 这并不意味着：
    • 刻板、冰冷或过于严肃
    • 通过复杂的内容来证明专业性
    • 只做承诺却不展示实现方式
  • 具体表现：
    • 清晰的层级结构和可预测的布局
    • 清晰展示真实产品界面
    • 精准、严谨的语言
    • 通过结构而非炒作来证明价值
  • 需要避免：
    • 模糊的解释让人猜测
    • 花哨或博人眼球的视觉效果
    • 过重的销售话术或过度自信的语言
    • 不一致的模式或不清晰的数据

Approachable & Fun

易于亲近且充满趣味

Way makes a boring industry feel human and easy to engage with. Approachable and fun means lowering friction without lowering standards. Lightness comes from tone, pacing, and subtle personality, never at the expense of clarity or credibility.
  • This doesn’t mean:
    • Casual or careless communication
    • Jokes or gimmicks that undermine trust
    • Cute or childish visuals
  • How this looks and sounds:
    • Plain, human language
    • Breathable layouts and generous spacing
    • Subtle illustration and mascot use
    • Friendly, confident copy
  • What to avoid:
    • Forced humour or cleverness
    • Visual noise or distraction
    • Talking down to the user
Way让原本枯燥的行业变得有人情味、易于参与。 易于亲近且充满趣味意味着在不降低标准的前提下减少摩擦。轻松感来自语气、节奏和微妙的个性，绝不能以牺牲清晰度或可信度为代价。
  • 这并不意味着：
    • 随意或粗心的沟通
    • 会削弱信任的笑话或噱头
    • 可爱或幼稚的视觉效果
  • 具体表现：
    • 平实、人性化的语言
    • 透气的布局和充足的留白
    • 巧妙运用插图和吉祥物
    • 友好、自信的文案
  • 需要避免：
    • 生硬的幽默或刻意的聪明
    • 视觉噪音或干扰元素
    • 以居高临下的语气与用户对话

Modern & connected

现代且互联互通

Way feels current, coherent, and built to scale. Modern and connected means everything feels intentional and unified. Way presents a clear system where vehicles, data, and operations are connected and easy to understand. It feels new, not old-school.
  • This doesn’t mean:
    • Chasing trends or novelty
    • Abstract or futuristic visuals
    • Overemphasising technology
    • Confusing layouts
  • How this looks and sounds:
    • Clean, contemporary design
    • Consistent components and layouts
    • Clear connections between data and systems
    • Grounded, forward-looking language
  • What to avoid:
    • Trend-led visuals that date quickly
    • Abstract graphics that hide function
    • Fragmented storytelling
Way给人与时俱进、连贯统一且可扩展的感觉。 现代且互联互通意味着所有元素都经过精心设计、统一协调。Way呈现出一个清晰的系统，让车辆、数据和运营环节相互关联且易于理解。它给人新颖而非守旧的感觉。
  • 这并不意味着：
    • 追逐潮流或新奇事物
    • 抽象或未来感的视觉效果
    • 过度强调技术
    • 混乱的布局
  • 具体表现：
    • 简洁、现代的设计
    • 一致的组件和布局
    • 清晰展示数据与系统之间的关联
    • 务实且面向未来的语言
  • 需要避免：
    • 快速过时的潮流导向视觉效果
    • 隐藏功能的抽象图形
    • 碎片化的叙事方式

Tone of voice

语气风格

Way’s tone is confident, clear, and grounded in reality. We speak to fleet operators and transportation businesses as capable partners who need dependable systems, not big promises.
Whether we’re addressing a small family-run fleet or a large enterprise, our language stays clear and accessible to both, unless a page is explicitly written for a specific audience.
We always write with our ideal customer in mind. Our language reflects real operational challenges and the business outcomes they care about. We avoid generic claims and focus on specific, tangible results that organisations can rely on.
Requirement: Way uses American English across all communication.
Way的语气自信、清晰且务实。我们将车队运营商和运输企业视为需要可靠系统的能力伙伴，而非只听宏大承诺的对象。 无论我们面对的是小型家族式车队还是大型企业，除非页面明确针对特定受众，否则我们的语言都保持清晰易懂。 我们始终以理想客户为核心进行撰写。我们的语言反映真实的运营挑战以及他们关注的业务成果。我们避免通用化的宣称，专注于组织可以依赖的具体、切实的结果。
要求： Way所有沟通内容均使用美式英语。

Examples

示例

TypeExamples
We’re (Do)• Clear: “Single view for your entire fleet.”<br>• Concrete: “Track vehicles, calculate emissions, and monitor vehicle health without installing hardware.”<br>• Our ICP’s language: “Manage vans and trucks in the same interface.”<br>• Outcome-focused: “Turn fleet insights into measurable savings.”<br>• Grounded in reality: “Respond to vehicle issues without driver involvement.”
We're not (Don't)• Abstract or vague: “Powering the future of mobility.”<br>• Generic: “All-in-one solution for modern businesses.”<br>• Interchangeable: “Built for scale and innovation.”<br>• Exaggerated: “Transform your operations instantly.”<br>• Buzzword-heavy: “AI-driven optimisation frameworks.”
类型示例
我们倡导的表述• 清晰直白： "Single view for your entire fleet."<br>• 具体明确： "Track vehicles, calculate emissions, and monitor vehicle health without installing hardware."<br>• 贴合目标客户语言： "Manage vans and trucks in the same interface."<br>• 聚焦成果： "Turn fleet insights into measurable savings."<br>• 务实可靠： "Respond to vehicle issues without driver involvement."
我们避免的表述• 抽象模糊： "Powering the future of mobility."<br>• 通用空泛： "All-in-one solution for modern businesses."<br>• 千篇一律： "Built for scale and innovation."<br>• 夸大其词： "Transform your operations instantly."<br>• 堆砌术语： "AI-driven optimisation frameworks."

2. Typography

2. 字体规范

Font Strategy

字体策略

Way uses a two-typeface system designed for clarity, approachability, and precision.
Way采用双字体系统，旨在实现清晰、易亲近和精准的效果。

Season Mix (Headings)

Season Mix（标题字体）

Season Mix is used for headings and expressive moments. Its serif character adds contrast and personality, supporting an approachable and confident brand tone.
  • Google font substitute: Merryweather
Season Mix用于标题和需要突出表达的场景。其衬线特征增加了对比和个性，支撑起易亲近且自信的品牌语气。
  • Google字体替代方案：Merryweather

Inter (Body & UI)

Inter（正文及UI字体）

Inter is used for body copy, UI, and functional text. It is highly legible across sizes and screens, making it ideal for product and interface use.
Together, the two typefaces create a balanced system that feels modern, clear, and approachable.
Inter用于正文、UI及功能性文本。它在不同尺寸和屏幕上都具有极高的可读性，非常适合产品和界面使用。 这两种字体共同构成一个平衡的系统，既现代、清晰，又易于亲近。

3. Color

3. 配色规范

Brand Colors

品牌配色

Way’s color palette is intentionally restrained and high-contrast. Neutrals do the heavy lifting, while green is used sparingly to create focus and recognition.
Beige and gray form the core of the system. They are used for backgrounds, surfaces, typography, and layout structure, creating a calm, grounded base that feels dependable and unobtrusive.
Way的配色方案经过精心设计，风格克制且对比度高。中性色作为基础，绿色则被谨慎使用以营造焦点和辨识度。 米色和灰色构成系统的核心，用于背景、界面、排版和布局结构，打造一个冷静、务实的基础，给人可靠且不突兀的感觉。

Green is an accent color

绿色作为强调色

It appears in contained areas such as headers, panels, highlights, and graphic moments. Green is never used as a default background for entire experiences, but as a deliberate layer to signal emphasis and add energy.
The result is a visual language where most of the interface stays quiet, and moments of importance are instantly recognisable.
Core Palette
ColorShadeHexUsage
Green100
#baf5ae
Highlights, subtle accents
Green500
#acff9a
Primary Accent
Beige100
#fefcf0
Secondary Background
Beige200
#f8f5e6
Tertiary Background
Beige300
#ede8d3
Beige400
#e2dbbf
Beige500
#cbc6a7
Borders
GrayWhite
#ffffff
Primary Background
Gray50
#fafafb
Gray100
#d4d3d3
Gray200
#d1d1d1
Gray300
#a3a3a3
Gray400
#79797a
Gray500
#424245
Secondary Text
Gray600
#353535
Gray700
#262525
Primary Text
Gray800
#202021
Gray900
#1d1d1d
Gray950
#19191a
Alternate Background
绿色用于特定区域，如页眉、面板、高亮部分和图形元素。绿色绝不能作为整个体验的默认背景，而是作为一个刻意的层级来标示重点并增添活力。 最终形成的视觉语言是：界面的大部分区域保持简洁，重要内容瞬间即可被识别。
核心配色方案
颜色色调十六进制值用途
Green100
#baf5ae
高亮、细微强调
Green500
#acff9a
主要强调色
Beige100
#fefcf0
次要背景色
Beige200
#f8f5e6
三级背景色
Beige300
#ede8d3
Beige400
#e2dbbf
Beige500
#cbc6a7
边框
GrayWhite
#ffffff
主要背景色
Gray50
#fafafb
Gray100
#d4d3d3
Gray200
#d1d1d1
Gray300
#a3a3a3
Gray400
#79797a
Gray500
#424245
次要文本
Gray600
#353535
Gray700
#262525
主要文本
Gray800
#202021
Gray900
#1d1d1d
Gray950
#19191a
备选背景色

Extended color palette (Data Viz)

扩展配色方案（数据可视化）

The extended color palette is intended for product use and data visualisation. These colors support charts, maps, statuses, comparisons, and system feedback where additional differentiation is required. They are not part of the core brand expression and should not be used for general layout, marketing surfaces, or decorative purposes.
  • Yellow: 50-950 (Tailwind defaults)
  • Indigo: 50-950 (Tailwind defaults)
  • Blue: 50-950 (Tailwind defaults)
  • Green: 50-950 (Custom)
  • Red: 50-950 (Tailwind defaults)
扩展配色方案专为产品使用和数据可视化设计。 这些颜色用于图表、地图、状态标识、对比和系统反馈等需要额外区分度的场景。它们不属于核心品牌表达的一部分，不得用于通用布局、营销界面或装饰用途。
  • Yellow: 50-950（Tailwind默认值）
  • Indigo: 50-950（Tailwind默认值）
  • Blue: 50-950（Tailwind默认值）
  • Green: 50-950（自定义）
  • Red: 50-950（Tailwind默认值）

Semantics for website and marketing

网站及营销场景的语义配色

Way uses a semantic color system to ensure consistency, clarity, and accessibility across the website and marketing materials.
ContextSemantic RoleReferenceHex
BackgroundPrimaryGray/White
#ffffff
SecondaryBeige/100
#fefcf0
TertiaryBeige/200
#f8f5e6
AlternateGray/950
#19191a
AccentGreen/500
#acff9a
TextPrimaryGray/700
#262525
SecondaryGray/500
#424245
TertiaryGray/400
#79797a
AlternateGray/White
#ffffff
Alternate SecondaryGray/300
#a3a3a3
Alternate TertiaryGray/200
#d1d1d1
Way使用语义配色系统，确保网站和营销材料的一致性、清晰度和可访问性。
场景语义角色参考色十六进制值
背景主要Gray/White
#ffffff
次要Beige/100
#fefcf0
三级Beige/200
#f8f5e6
备选Gray/950
#19191a
强调Green/500
#acff9a
文本主要Gray/700
#262525
次要Gray/500
#424245
三级Gray/400
#79797a
备选Gray/White
#ffffff
备选次要Gray/300
#a3a3a3
备选三级Gray/200
#d1d1d1

4. Icons

4. 图标规范

Untitled UI

Untitled UI

We use the Untitled UI icon set as our base icon library. It’s an open-source collection of consistent, well-designed interface icons that we adapt to each product, ensuring visual coherence while staying flexible.
我们使用Untitled UI图标集作为基础图标库。这是一个开源的、设计一致的界面图标集合，我们会根据每个产品进行适配，在保持视觉一致性的同时兼顾灵活性。