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New Logo for SMITH



Noted Jan. 14, 2015 by Armin

Industry / Consumer products Tags /


(Est. 1965) “Originating from Sun Valley, Idaho, SMITH was founded in 1965 with the invention of the first snow goggle featuring a sealed thermal lens and breathable vent foam. With 50 years of innovation and design experience, SMITH is widely known today as an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to fuel fun beyond walls. SMITH seeks to power thrilling experiences in snow, surf, bike, fish and peak performance outdoor adventures with a comprehensive collection that exudes modern style and vibrant personality. To SMITH, the experience is everything.”

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SMITH press release

Relevant quote
As a declaration to our future progress, we are proud to announce the new visual identity of SMITH. Following a refined brand platform that modernizes our beliefs, values, and who we stand for, SMITH will re-launch our entire product range in January 2015 with a new logo and brand presentation. With clean, modern and refined letterforms, the updated logo hearkens back to our original identity and speaks to the fundamental tenets of our brand: performance, movement, and essential design.

SMITH press release

Images (opinion after)
New Logo for SMITH
Logo detail.
New Logo for SMITH
Brand timeline. Open image in new tab/window for bigger view.
Brand video. Logo evolution/animation at the end.

One reason I know about SMITH is because of this mid-1990s rock with their logo on it, created by Hornall Anderson Design Works. It's one of the first "design" pieces I remember being impressed by. A lot has, apparently, changed in their brand since then. The most recent logo went a little overboard with the surfer/boarder appeal and looked a bit similar to some of the scribbly identity stuff Quicksilver has done, except much more ugly. The new logo goes back to the simple, streamlined approach of past logos but has little to offer in terms of newness, innovation, or interest. It's fairly bland and the "S" stands out like a sore, cropped thumb. Maybe I'm missing some obvious reference in the cut of the "S"? Regardless, this is simplicity not at its best.

Thanks to Glenn Sakamoto for the tip.

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