Smart Logo

Smart Logo
Smart is an automobile brand from Germany, which was established in 1994 by two famous companies — Swatch and Mercedes-Benz. Today Smart is a part of Daimler and operates in more than 40 countries across the globe.

Meaning and history

Smart Logo


Smart is a design-focused brand, that aims to provide its customers with high-quality small cars, which are eye-catching and unique.
The brand’s visual identity is very modern and laconic. It is composed of a wordmark and an emblem on its left.
The wordmark is executed in the lowercase lettering in a simple gray color of a sans-serif typeface with smooth rounded lines, that are minimalist yet sleek.
The Smart emblem is a three-dimensional figure, consisting of two parts: a cut circle of the letter “C” (stands for “compact”) in silver-gray and a yellow triangle with two curved sides. The figures form some kind of arrow, pointing East, which is a symbol of futuristic and progressive brand’s philosophy.
The color palette of the Smart logo reflects the brand’s creativity and imaginative designs, yet evokes a sense of luxury and sophistication. The earliest version of the Smart logo featured only silver-gray, the yellow color was added not that long ago, but it definitely changes the brand’s visual identity for the better.
Yellow color symbolizes youth and energy, eternal movement and curiosity. It is a perfect color for such a brand as Smart, which is innovative and stylish yet provides a high quality of cars.
The Smart logo is an example of a simple and strong visual identity, which is modern and laconic, keeping the best of the design world in it.