smart identity

Compact Forward Logo

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Smart is a German automotive brand owned by Mercedes-Benz. The company is known for its small, environmentally-friendly "City Coupés," which are designed to reduce pollution and save space in urban environments. These vehicles offer a practical and sustainable transportation solution.

The first part of the job was to redesign the wordmark with a focus on increasing legibility and readability. The second phase involved creating a new symbol to communicate the concept of "compact forward." The resulting character combines the letter C for "compact" with an "arrow," effectively conveying the idea of compactness and forward movement.