Smith celebrates its 50th anniversary this year and is marking the occasion with a new visual identity.
The rebranding of the Idaho sunglasses manufacturer is intended to modernise what the company stands for and involves the relaunch of its entire product range with a new logo.
“The clean, modern, refined logo goes back to our original identity and speaks to the fundamental tenets of our brand – performance, movement and, essentially, design,” says Smith’s Fishing General Manager, Peter Crow.
Formerly known as Smith Optics, Smith is rolling out the new identity across in-store branding, consumer and trade advertising, product packaging and website design throughout the year.
The company’s heritage is rooted in the outdoors. As well as making product for the recreational fishing market, it has leading products in the snow, bike, surf and other performance markets.
Smith was founded in 1965 when orthodontist and self-confessed ski bum, Dr Bob Smith, developed the first sealed thermal lens and breathable foam goggles. The company later introduced the first interchangeable lens system for sunglasses and snow goggles and developed what is believed to be the world’s largest eco-friendly sunglasses collection.
“This new identity represents the forward movement of an iconic brand,” added Crow.
Check out the new Chroma Pop lenses gaining popularity with fisherman