Smart Group

Smart Group are a multi-award winning events company offering hospitality, catering and event management. They have been delivering high quality services for over 20 years including corporate hospitality to the IOC and major sponsors at the Olympic Hospitality Centre, London 2012.

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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