SMI (Spécialistes Menuiseries Industrielles) based in Lyon, France is a carpentry business offering a large variety of products such as windows, blinds, doors, gates, stairs made by wooden, aluminum, PVC, and mixed materials.
Our client needed a logo redesign that would immediately be associated with their products, at the same time, having a clear and minimalistic.
SKETCHING & DESIGN CONCEPT
We kept the initial idea from client's logo including an icon representing windows and doors. Based on those elements, we sketched options in combination with the letters SMI. Trying to get a compact and creative concept based on client's brief, we came up with the below options.
CLIENT INITIAL LOGO & NEW CONCEPTS
We used fonts similar to the existing and focused mainly on the icon design. As you can notice there is an important amount of text that we tried to combine with the icon and name. While we enjoyed being challenged by arranging all elements together, we have seen with the client that the logo needs to be simplified. From a design and customers perspective we know that today clear, minimalistic and eye-catching logos are the most memorable.
The development continued based on client's choice for one of the options proposed. Angle Your Aim team continued polishing the logo design by playing with a color palette, fonts and integrating light through the window.
LOGO REDESIGN COMPLETION
This is the final client choice, the main font is neither rounded neither straight sharp. The letters of SMI brand name are in black as for professionalism and visibility on any printed and digital usage. The icon combines red brownish for the company maturity and long experience, as well as, a sky blue color as for company transparency and a trusted products.
STATIONERY, BRAND GUIDELINE
& ANIMATED LOGO