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
Centered
Top Left
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
CMYK — 0 0 0 0
HEX — FFFFFF
PMS — White
Black
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
CMYK — 82 51 0 0
HEX — 0077D8
PMS — 2195 C
Accent Grey
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
CMYK — 0 79 62 0
HEX — FF5D57
PMS — 178 C
Orange
CMYK — 0 48 98 0
HEX — FF9716
PMS — 1375 C
Green
CMYK — 60 0 59 0
HEX — 5DCA90
PMS — 346 C
Yellow
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
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
Light
Option 2
Bold
Regular
Option 3
Semi-Bold
Bold
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
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
0 Tracking
Sub-Head
Poppins Regular
0 Tracking
Headline
0 Tracking
Sub-Head
Poppins Regular
0 Tracking
Body
Poppins Medium
0 Tracking
Mini-Headline
Capitalize
80 Tracking
Headline
0 Tracking
Sub-Head
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.
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.