A new brand identity with multiple personalities

Designhouse were briefed to create a new brand identity for the parent brand, Smart Group, with complimentary sub-brands that harness the unique personalities of each business, whilst encouraging cross-selling opportunities within the group.

A typographic route was chosen to convey each business personality through individual typefaces and colour. A bold logo-type has been created for Smart Group, with an accompanying ownable symbol – merging the ‘S’ and ‘g’ of Smart group, which is used as a sign-off on everything from staff uniforms to catering equipment.

The result is a ‘Smart’, sophisticated and contemporary identity that reflects the calibre and quality of events, experiences and hospitality services delivered by the group.

“We recognise that the challenge to re-brand Smart Group was not a simple one. We found the right partner in Designhouse to deliver this for us; from the outset it was evident that they understood Smart, our needs and business objectives, and they invented an identity that truly represents that.”

Greg Lawson, CEO, Smart Group

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