About a week or two after I posted my thoughts on the redesign of SMART Communications’ logo, I saw this huge billboard in EDSA corner Pioneer St. promoting the new SMART Buddy campaign, this after their SMART Bro promotion. They have also come out with other campaigns for their other brands:

The logos to the right of the poster show the brand architecture that was implemented across their ads and materials. I have gotten a hold of their brand manual, which I cannot share since it is confidential. But what from what I can see it is labeled “interim” which might mean we will see more redesign in the future. And I must say the architecture and guidelines in implementing the brand was pretty tight. Hats off to Bonsey Design for the good work.

Notice the color combinations of the logos, they are always matched with the official SMART color. The brand manual even goes to the extent of naming the colors of the gradient used for each of the sub-brand, including the icons that are watermarked in the background: circular swirls for Smart Gold, talk bubble for Smart Buddy, the peso sign for Smart Money, mouse arrow pointer for Smart Bro. Below is another implementation of the same logos:

Posted in Branding, Crit, Design |

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