Smartech
Building a new tech retail brand
Selfridges opens Smartech IoT zone in London store. It’s Europe’s and UK’s first innovation hub housing a unique collection of the best innovations, IoT devices and connected products from the industry, all under one roof – vying to make Selfridges the primary destination for IoT.
Our task was to create a flexible and dynamic identity system for the brand, communicating a unique approach of Smartech to retail: taking products down from the shelves and building a transparent and passionate culture by providing visitors with interactive POS, competitive pricing, and highly trained and knowledgeable staff.
- Year:
- 2017
Logo concept
A combination of the components and connections representing a technology network
Primary version of the logo
Logo construction
The construction of every letter is based on the grid system that helps unify the elements and proportions of every letter.
Versatility
Flexible identity system can adapt to any display format or channel of visual communication.
Every letter is the brand mark
Any single letter or combination of letters can act as the stand alone logo representing the brand.
Color palette
Typography
Versatility
Any word, written in our typeface, can communicate a message and identify the brand at the same time.
Icon system
The construction of every icon is based on the grid system that helps unify the elements and proportions of every symbol.
Team
- Strategy and concept:
- ––– Denis Olenik
- Art Direction:
- ––– Denis Olenik
- Graphic Design:
- ––– Denis Olenik
- ––– Olga Pechanko
- Animation:
- ––– Denis Olenik
