Smith Electric Vehicles
I love the simplicity and boldness of the new icon, it feels strong and confident, and it gives Smith a story to tell. I am a sucker for bold strokes and this winged tiger is captured successfully with a minimal amount of vector points. The typography, matching the thickness of the stroke, works perfectly in unison with the icon and has just the right amount of customization in the “S” and its angles to make it particular to Smith. In application, whether on the business card or the side of a truck, the logo, type, and color serve as a strong identifier that doesn’t rely on “green” clichés focusing instead, as it should, on the strength and values of the product and company.
I don’t think the sub-branding is cohesive enough, but I do like the Smith Angle and the flexibility of the Sub-brand Identifier.
(Source: underconsideration.com)
