visual identity, brand development

Smith Creative Technology

completed with colours and shapes

CREATIVE DIRECTOR
Tim Choy

CO-DESIGNER
James Kingsley

VISUAL CONCEPT

Through empathy and listening, Smith Creative Partners bridges artists to new frontiers, catalyzing ultimate artistic expression. The visual concept for the brand focuses on immersive energy, leaving audiences with the excitement of new possibility for their art.

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Logo Design

The logo focuses on a strong simple wordmark. The negative space notch in the ‘T’ can be read as a light source, illuminating artistic expression. It can also be interpreted as a ramp, accelerating and launching artists into ultimate creative expression.

Typography

PROFESSIONAL. EMPATHETIC.
To capture Smith’s core value of empathy amidst bold and immersive design, this font reads as approachable and down to earth while still maintaining a sharpness that speaks to the brand’s professionalism and sophistication.

Color Palette

EXPLOSIVE. VIBRANT. TECHNICAL.

Primary Colors - The primary palette, inspired by the RGB spectrum of light, leans on bold colours to create an energetic feel, while also nodding to the primary colours of light.

Secondary Colors - These colours are also abstracted from the secondary colours of light, and can be used to create further accents when used sparingly and intentionally.

Brand Guidelines

  • Title

  • Primary Logo

  • Tone of Voice

  • Alternate logos for motion

  • Colours

  • Type Hierarchy

  • Imagery

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