Logo

General

2D Logo (flat)

The standard logo version is used on all major media. (Print and online)
The new smart logo is familiar and yet new. We have adapted the logo to the new requirements of digitalization and the associated changes in corporate design and communication. The flat design allows us to be more modern and flexible, ensuring consistent visibility across all channels and hence strengthening our recognizability. Our logo conveys the clear and under-standable message of our positioning and it equally convinces with design and functionality. The new logo is the central element of the re-designed brand identity of smart. Formally it consists of two partial elements: the figurative mark and the word mark. Derived from the design idea, brand promise and values as well as positioning, the new logo symbolises the self-image of smart. 

3D logo as emblem

Based on the 2D logo, there is a revised 3D version. This logo is only used on the car. 

Application & Size

Protection area & distances

Minimum distances

The logo is located in a protection zone, in which no other element may be placed. This zone also indicates the minimum distance between the brand and the format edges. The protection zone is defined by the outer edges of the logo plus 2 X, where X is the height of the word mark. All dimensions, proportions and minimum distances of the logo must always be considered. If the logo is separated and only the word mark or figurative mark is used, the protection zone of 2 X remains for both elements. 

Special Cases

Detached logo

The logo can be used as a detached version only in digital applications where space is limited or as a phyiscal application on the car. Using the detached logo always is an exception to the defined logo usage rules. The word mark can be used on its own without showing the figurative mark. The figurative mark can only be used in a detached version, if the word mark is also visible in the same context and both can therefore be associated. 

Liquid logo

The logo offers maximum creativity and freedom within its form and can be filled with a wide variety of content. A liquid version of the logo can be applied wherever the brand wants to stand out from its environment and differentiate itself more distinctively. This includes digital applications and physical applications (e.g. trade fairs, events, sponsoring).

Protection area & distances – Liquid logo

Positioning

The logo is always placed on a centered axis on the top of your choice of media. For minimal distancing around the logo the predefined logo protection zone applies to its positioning. Exact logo sizes and placement details for standard formats are specified and documented in the respective guidelines. For horizontal formats, the logo is placed on the central axis on the left-hand edge of the format. The only exception on standard formats is the application on business cards. For special formats such as interior signage, social media and PowerPoint templates, the logo can be placed differently.

Vertical Format

Horizontal format

Special format

Placement on surfaces and backgrounds

Donts

Co-branding

If other brands are presented in association with smart the positioning is clearly defined. The partner logo is always based on the height of the smart logo. There is a minimum distance of 4 X between the two logos. This is emphasized by a dividing line after 2 X. The dividing line always corresponds to the height of the smart logo. The standard vertical or horizontal version is used wherever possible. When applied vertically and smart is the primary sender, smart is always above the third-party logo. The horizontal logo should be applied when the media and spacing doesn‘t allow a vertical placement. 

These examples display the case when smart is the primary sender of the co-branding. As the primary sender the smart logo is always left-aligned. If smart is the secondary sender, the rules of the primary sender apply to the placement.

Nomenclature

All logo files in the database are structured according to a pre-defined nomenclature, which provides information on the variant, color space and file format of the respective logo.

Animation

Basic rules

The most important rules are summarized below:
Animation must not be changed.
The animation must always be shown in its entirety.
The transition between footage and brand animation can be done by cross-fades and soft overlaps or by a hard cut.
The speed of the animation must not be changed. A short version (4 seconds) and a long version (8 seconds) are available. The use depends on the total length of the video.
The animation sequence can take place on the smart black or be used transparently on the footage.
Sufficient contrast and image expression must be considered. 

Animation sequence

Animation sequence (Motion)