Logo

01.

Simple

02.

Consistent

03.

Blend In With The Black & White

Primary Mark

Color

Logo should be white on darker backgrounds and black on lighter backgrounds.

Scale

Our logo is designed to scale to small sizes on print and screen.

Construction

Our logo is based on simple shapes. It is carefully constructed to maintain ownable characteristics while allowing for perfect legibility at any size on any application.

Placement

The logo placement depends on the type of communication and use.

Bottom Left

General communications that includes text, logo should be placed bottom left of composition.

Centered

Compositions using a centrally aligned layout can have the logo center aligned. Depending on the compositions image(s), logo can be placed either south or north in composition.

Top Left

Digital communications such as call-to-actions and websites, as well as functional applications such as environmental signage: logo should be top aligned.

Partnerships

Aligning partnership logos should follow clearspace rules. The separating line between logos can be created using the width space of the SMC emblem icon square.

Colors

Primary Colors

Our primary brand colors are white and black. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.

White

RGB — 255 255 255
CMYK — 0 0 0 0
HEX — FFFFFF
PMS — White

Black

RGB — 0 0 0
CMYK — 70 35 40 100
HEX — 000000
PMS — Black 6 C

Accent Colors

Accent blue is an important color that is unique to SMCNational and should be used sparingly for moments of attention, support, assurance, and delight at moments of interaction between a user and the brand.

Accent Blue

RGB — 0 120 217
CMYK — 82 51 0 0
HEX — 0077D8
PMS — 2195 C

Accent Grey

RGB — 193 196 200
CMYK — 40 22 19 0
HEX — C1BEC8
PMS — 428 C

Secondary colors

Our secondary colors should be used sparingly throughout illustration, photography, and product in order to maintain meaning and potency.

Red

RGB — 255 93 87
CMYK — 0 79 62 0
HEX — FF5D57
PMS — 178 C

Orange

RGB — 255 151 22
CMYK — 0 48 98 0
HEX — FF9716
PMS — 1375 C

Green

RGB — 93 202 144
CMYK — 60 0 59 0
HEX — 5DCA90
PMS — 346 C

Yellow

RGB — 247 207 65
CMYK — 3 16 86 0
HEX — F7CF41
PMS — 129 C

Usage Proportions

It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and remain accessible for all people. White plays a very important role in all brand communications and should provide balance with black. Accent Blue is only used for critical moments that warrant attention and care between SMCNational and the user. The secondary colors are only used reasonably for illustrations.

Primary Colors

Accent Color

Secondary Colors

Typography

Typeface

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.

Poppins Text Bold

Poppins Text SemiBold

Poppins Text Medium

Poppins Text Regular

Poppins Text Light

Pairings

It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.

Option 1

Medium

Header

Light

Subhead

Option 2

Bold

Header

Regular

Subhead

Option 3

Semi-Bold

Mini-Header

Bold

Header

Images

Typography should either be black on light imagery or white on dark imagery. When aligned with the logo, typography and logo should be the same color.

Light Image

Dark Image

Typography Guidance

Do not use colored typography (black or white only).

Do not Capitalize headers or callouts. Only Capitalize mini-headers.

Do not make different levels of hierarchy the same weight.

Do not adjust kerning or tracking.

Do not make any level of hierarchy the same size or scale as another.

Do not separate chunks of text.

Hierarchy

It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.

Awareness

Consideration

Action

Headline

Poppins Bold
0 Tracking

Sub-Head

1/2 headline point size
Poppins Regular
0 Tracking

Headline

Poppins Bold
0 Tracking

Sub-Head

1/2 headline point size
Poppins Regular
0 Tracking

Body

1/2 sub-head point size
Poppins Medium
0 Tracking

Mini-Headline

Poppins Semi-Bold
Capitalize
80 Tracking

Headline

Poppins Bold
0 Tracking

Sub-Head

1/2 headline point size
Poppins Regular
0 Tracking

Summary

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.

Elements

Our Core Values

Extreme OWNERSHIP.

Own and deliver on our clients' growth goals, taking responsibility for our actions and being accountable for results. Rather than making excuses, we take a proactive approach to improve underperforming campaigns, building long-term relationships based on trust and credibility for success.

Unquenchable CURIOSITY.

Foster an unquenchable curiosity about the world. Continually seeking out new ideas, perspectives, and experiences helps us maintain creativity, innovation, and effectiveness.

DETERMINATION.

Value determination and persistence to overcome challenges and achieve our goals and clients' goals. Rather than giving up, we analyze and persist until we find a successful solution, inspiring trust and confidence in clients and team members.

RESULTS Champions.

Prioritize and celebrate results because we understand that our success is determined by our impact on clients' businesses. We strive to achieve measurable growth and celebrate their successes with them.

EXCEEDING Our Own Expectations.

Set and uphold high standards for quality, accuracy, and attention to detail in all aspects of our work. We exceed clients' expectations by delivering exceptional results beyond their anticipations.

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Just Cause.

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!

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.

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.

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.