Smith Electric Vehicles

Smith Electric Vehicles is the world’s leading producer of zero emissions & zero noise commercial vehicles—they are truly green, urban delivery trucks.

From humble milk floats to a soaring fleet

While the idea of electric delivery trucks may seem new, Smith has been selling and manufacturing electric vehicles for over 80 years in the UK, where their first trucks were “milk floats” deployed by dairies in London. In 2011, with corporate fleets that include Frito-Lay, Coca-Cola and Staples, a rebrand of the company was initiated to unify the brand globally and carry it into the next phase of their business. The resulting brandmark, a winged tiger, communicates the core values of the company: innovation, impact and unity.

The tiger has long been a symbol of power and agility—attributes at the core of Smith's business. It is an energy efficient creature, and can quickly access an extraordinary amount of power, using it in a calculated and efficient manner. The addition of wings to the tiger adds an aspirational—almost mythical—aspect to the mark, underscoring the concept of balance in nature. The orange color was carried over from the previous brand—maintaining continuity and differentiation for Smith amongst the “green-washed” world of sustainable branding.


SERVICES

Corporate Identity, Collateral, Vehicle Branding, Signage, Brand Standards Manual

CLIENT

Smith Electric Vehicles, Kansas City, United Kingdom, and Germany

FEATURES

Type Directors Club Annual 34 / Featured Article on Brand New / Brand New Awards 2012 / Graphic Design USA April 2012 Article / Animal Logo by Counterprint


When President Obama spoke at Smith Electric Vehicles’ headquarters in Kansas City, MO, in 2010, he lauded the innovative company’s investment in new technologies as well as the creation of jobs. Continuing in this pioneering spirit, Smith's executive team initiated a rebrand of the company to unify the brand globally and carry it into the next phase of the business.


“The final identity, a winged tiger, communicates the core values of the company: innovation, impact, and unity.”

— ANGELA STRAND, CMO/ VP GVMT AFFAIRS

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