Smile is a network management company who’s current logo doesn’t quite meet the expectation I have when imagining a modern tech company. I wanted to create something sleek and simple that would work well on anything from letterhead, to their company uniforms.

The font is based on a modified ITC Avant Garde Gothic. The font in its original state is very uniform which I like, however it is a bit harsh and bulky feeling so I smoothed it out and made everything a bit more sleek as the word “smile” already feels a bit lopsided.

The brackets were of course a reference to computer coding, but also intended to subtly represent the crows feet that form around the eye when one smiles. I think that they balance everything out and tie the whole logo together as well.


[Rough Drafts]