Smay gave us a free hand andtrusted trusted us. We invited Saints to cooperate and together we prepared 2 stage strategy workshops. We have established the most important communication parameters — such as key message or RTB of the new version of SMAY.

When we started the graphic work, we first established the workflow and the next steps. This was necessary for such a complex and complex challenge. On the one hand, we faced the extreme scale of the brand's functioning and, on the other hand, in the strategic dimension — giving a new expression to a family company with a very specific DNA.

smay.pl

We started cataloging products by size and material. The new logo had to be legible in every dimension and in every size.
We studied extreme cases — from the minimum size to the maximum. We examined various technologies of execution and possibilities of implementation of the logotype on different materials.
In this way, we knew the limitations of the concept, but at the same time we gained confidence that the sign provided by us would be ready to be implemented in the entire spectrum of materials and dimensions used by the Customer.
This is how the logotype was created, the lettering of which is based on abstract forms. The font is technological and elegant at the same time. Simple and incomparable to any other, because it is deliberately skewed.

smay brand claim

The main cut is Silka in Light, Regular and SemiBold varieties. Alternatively, when the Silka cut is not possible, use the system cut — Verdana in Regular and Bold varieties.

The dedicated color palette of the Smay brand is based on black and white and is complemented by a gray scale.