We love when a company uses its past to fuel and inspire its future, which is why we’re drawn to SMITH’s new visual brand identity, a celebration of their 50th year in business and a first step towards the next 50. Based in Sun Valley, Idaho since 1965, SMITH created the first snow goggle featuring a sealed thermal lens and breathable vent foam. The company is known for its outdoor roots and leadership in the development of advanced eyewear and helmets, which is why SMITH wanted to recreate its brand identity to reflect optimized performance and clean styling.
The updated brand logo features modern and refined letterforms, speaking to SMITH’s history of crisp, creative innovation and an attention to detail. The new identity strives to acknowledge the company’s fundamental brand values of performance, movement and essential design, as well as its original mountain heritage. After all, SMITH was founded by an OG ski bum who developed technical goggles in order to snag as many turns as he could on a powder day.
SMITH has spent the last year rolling out its new identity across in-store visuals, consumer and trade advertising, its updated website and new product packaging. However, this month the company will re-launch their entire product range with the new logo and brand presentation, emphasizing SMITH’s modernized beliefs and values.
Be sure to look out for product logo updates on goggle straps, snow and bike helmets, lifestyle and performance sunglasses and ophthalmic eyewear. In the meantime, check out the 2015 SMITH Brand video below.