Brand Identity Guidelines
01. Brand Story
SMC was established to assist individuals in living out their unique abilities and passions in order to help bring the greatest impact possible. We accomplish more together!
Core Values
Ownership
Over-Comunicate
Self-Awareness
Better Together
Proactive
Resourceful
Ownership – We hold ourselves accountable for our actions and show up for the team.
Over-Communicate – We make the extra effort to communicate clearly, thoroughly, and kindly with everyone.
Self-Awareness – We grow by being honest with ourselves and mindful of how we treat others.
Better Together – We each do our part to build strong, kind relationships with team members and clients.
Proactive – We show initiative and regularly ask ourselves, “How can I help?”
Resourceful – We use the resources we’ve got to get the job done.
02. Mission / Vision
To our SMC family, we encourage you to follow your passion, no matter where that takes you. SMC will always support and help cultivate your dreams. We strive to be our best for each other and our clients. SMC will continually challenge itself to better serve you as a friend, partner, and team.
To our clients, we pledge to provide you the clientele that you desire, so that you can live out your vision of true growth.
To our client’s teams, we commit to offering training, clear expectations, measures of success, and accountability in order to guide growth. Our desire is to tutor your team to become the very best that they can be in order to help them live out their own passions and fulfill your visions for the future.
If something in your business isn’t working properly, we will do everything we can to understand the root cause and prevent it slowing you down in the future. We care about your marketing and campaigns because we treat them as if they were our own, and that our futures are linked together.
03. Primary Mark
Our logo is modern and bold, iconic, of the attitude that is inspired by our brand. The symbol is to reaffirm our promise of guaranteed results.
Primary Mark should be black on lighter backgrounds and white on darker backgrounds.
04. Secondary Mark
Secondary Mark should be black on lighter backgrounds and white on darker backgrounds.
05. Submark
Our submark is a simplified version of our primary mark specifically designed to be used on all social media platforms and where the primary mark version cannot be used.
Submark should be black on lighter background and white on darker background.
06. Safe Space
A minimum area of clear space must always surround our logo. 1/2” for each border is necessary.
Logo Safe Space application example:
07. Logo Rules
The success of the brand depends on our logo maintaining a consistent appearance in all communications.
In order to preserve the integrity of the logo, the following examples illustrate how it should not be used.
Do not change the color of the logo or elements of the logo.
Do not rotate the logo.
Do not change or alter the logotype.
Do not skew or alter proportions of the logo.
Do not put the logo in a container or shape.
08. Colors
Primary
#000000
#FFFFFF
Accent
#0077D8
#C1BEC8
Secondary
#FF5D57
#FF9716
#F7CF41
#5DCA90
09. Typography
“Poppins”
Geometric sans serif typefaces have been a popular design tool ever since these actors took to the world’s stage. Poppins is a geometric sans-serif with a fairly high x-height and is one of the new comers to this long tradition.
Typeface Example:
Poppins Text Bold
Poppins Text SemiBold
Poppins Text Medium
Poppins Text Regular
Poppins Text Light
01. Our Typeface Is Crucial To Our Brand Expression.
02. Use Only Our Typeface To Reinforce Brand Awareness
At The Heart Of Brand Expression: The Public.
03. Aim For Contrast Across Type Hierarchies.
Type Hierarchies Example:
