We streamlined the aesthetic and put focus on a more essential style to attract an audience beyond snow. The new identity scales consistently across Smith's extensive product line, from bike helmets to Rx frames—something the old icon couldn't do. Most important, Dr. Smith's original invention of the vented double lens inspired the opening in the S. It's a reminder of Smith's continuing mission to innovate. The new identity has reinvigorated the Smith brand, speaking to fisherman, surfers and city-dwelling outdoor enthusiasts as much as to Smith's existing fan base in snow sports.

Agency: Cinco Design