SMC3
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SMC3 is the transportation industry leader using intelligent data, technology and education to connect and empower their industry. They asked us to extend their brand message throughout the three floors of their new corporate headquarters. After analyzing the SMC3 story, “movement" quickly became a central conceptual platform, in context of how SMC3 optimizes freight transportation and advances the industry through progress and innovation. We noted that their existing identity had an opportunity to better reflect this message so the symbol was streamlined by removing the container shape around it. We began calling the symbol “the arrow” for its strong visual language of forward motion, momentum and direction. The symbol drove the remaining identity system by using its specific angle and shape to create the patterns applied on the interior glass. We let the symbol stand free to reinforce the overall “movement” concept, and our close collaboration with the architect and interior designer ensured our work integrated with the interior building aesthetic.
Architecture: Jefferson Browne Gresham Architects
Interiors: Blue Fox Designs
Photography: Tisha Saunders
