SMITHco Wordmark

Logotype commissioned by SMITHco, a strategic marketing agency based in Minneapolis Minnesota USA.

They wanted a look that had a retro flavour without feeling dated. Other key words were ‘reliable’ and ‘trustworthy’.

I delivered two files: Black on White and White on Black, which needed fine tuning so that the weights of the letters would be optically similar. White letters on black tend to have a slight blur and will look thicker if colours are simply just swapped without any optical adjustments. Spacing was also adjusted. The horizontal logo is for business cards and other printed collateral. The round logo is mainly used in social media as a profile image.