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 their new corporate headquarters and launch brochure. 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 refreshed their symbol and called it “the arrow” for its strong visual language of forward motion, momentum and direction. The symbol drove the new identity system by repeating its specific angle to create the striped patterns.
