A New Mark for the Road Ahead

When we set out to build Rangeway, we started with a simple belief: EV charging should be part of the journey, not an interruption to it. That philosophy shapes everything we do. It should also shape how we look.

Today, we’re introducing a refreshed brand identity that reflects who we are: a hospitality company, not a utility.

Where We Started

Our original logo featured mountain silhouettes against a warm amber sky.

But in conversations with partners and investors, we kept hitting the same wall. We’d explain the indoor comfort guarantee, the hospitality-first approach, the way we think like hotel operators rather than utility companies. They’d get excited. Then they’d look at our logo:

“Oh, so you’re building at national parks?”

Not exactly. Yes, many of our locations will be near parks and natural destinations. But we’re not selling the wilderness. We’re selling the warm place you stop on the way there.

The mountain imagery was working against us. We needed something that felt like arrival, not adventure.

The Path Mark

The breakthrough came when we asked a different question: what do we want people to feel when they see us from the highway?

Relief. Anticipation. The sense that comfort is just ahead.

At first glance, it’s a distinctive “R.” Look closer: a road extending forward, with a warm dot marking your destination. That warmth represents the glow you see from the highway, the lit window of a Driver’s Lounge, the signal that this stop will be different.

Before

After

The System

The mark needed a system around it.

Typography: We moved from Montserrat to Raleway Bold. The difference is subtle but significant: Raleway has the calm, legible quality you see in quality signage and hospitality spaces. It reads clearly at highway distance and feels welcoming up close.

Color: Our palette centers on two colors that do the heavy lifting. Charcoal grounds the brand with sophistication. Warm, our signature amber, signals destination and welcome. Cream and Sage provide supporting roles for backgrounds and campaigns.

Beacon is our functional color: the deep teal you’ll see on charging hardware and wayfinding signage, topped with that signature warm cap. It bridges hospitality and infrastructure.

What This Means

When you see the Path Mark from the highway, you’ll know what’s waiting: a Driver’s Lounge with climate control, premium restrooms, comfortable seating, quality refreshments, and reliable charging. We think like hotel operators, not utility companies, and now our brand reflects that.

The warm dot is a promise. This now feels like a place, not just infrastructure.

We’re grateful to everyone who has supported us on this journey. The road ahead looks bright.