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Branding guidelines

How to deal & use the smec logo

smec logo usage

We have a few basic guidelines to ensure that our logo is always used properly. Most importantly: always use the iconic smec plate together with ‘’smec’’. There is no option for using the individual elements as stand-alone objects in any case unless explicitly permitted or requested by smec.

Exclusion Zone

When using the smec logo (golden plate height = x), keep in mind to leave a minimum margin (margin = ½x) around it. This margin should be half in size compared to the height of the smec golden plate.

Use cases for different backgrounds

Black with golden plate for bright backgrounds

The regular version of the smec logo to be used on white or light-coloured backgrounds.

White with golden plate for dark backgrounds

The regular logo version can also be used on black / very dark backgrounds.

smec logo regular
smec logo on black background

Monochrome – black

A monochrome version to be used on white or very light backgrounds. Only use if colour is not available (e.g. monochrome print).

Monochrome black smec logo

Photo background

On materials and websites where the smec logo is placed on photos, please use the smec logo on white background that you can find in our press kit. See our examples below:

smec logo in the center of a picture background canvas
In the center of the canvas

When the smec logo is placed in the center place, it uses the white label like in the example below. It can move on a vertical line through the canvas, but it can't touch the border in order to display the whole label – all corners are rounded.

smec logo in edge side of the canvas
Any side edge of the canvas

The smec logo label can be aligned with any side so that it won’t hide any important detail on the photo.

smec logo in the corner of the canvas
Any corner of the canvas

There are four other possibilities to show the smec logo on a photo – in one of the corners: bottom left, bottom right, upper left or upper right.

Minimum size

There is also the rule regarding the size of the smec logo display, where we would like to point it out the minimum size for using it.

Digital

In the digital form, please take care of a minimum width at 150px (height proportional to this), counted together with the margin.

smec logo 150px
Print

In the physical / print form, please take care of a minimum width of 15 mm (height proportional to this), counted together with the safe zone rule as well.

smec logo 15mm

Vertical version

Use the vertical version with the golden plate above the logo lettering only in square spaces (e.g. certain Social Media platforms).

Vertical version of smec logo

smec logo colour palette

Our corporate colour identity, which the smec logo is built from, is displayed below.

#D8B868
R216, G184, B104
C-16%, M-25%, Y-70%, K-0%
PANTONE: 7752 U
#000000
R0, G0, B0
C-75%, M-68%, Y-67%, K-90%
#ffffff
R255, G255, B255
C-0%, M-0%, Y-0%, K-0%

Please don’t do this to our logo

There are some things that we don’t appreciate being done to our logo – basically, altering it in any way. Here are some examples of “don’ts”:

Don't play with elements illustration Icon Cancel
Don’t play with the elements

Please don’t enlarge, move, ... the individual elements in any way.

Don't play with elements illustration Icon Cancel
Don’t skew it

Any kind of skew or distortion is just... wrong.

Don't play with elements illustration Icon Cancel
Don’t rotate

Please avoid the rotation of any kind when displaying the smec logo.

Don't play with elements illustration Icon Cancel
Don’t re-colour

Please don’t alter the colours of any elements of the smec logo.

Don't play with elements illustration Icon Cancel
Don’t stick it

Please never stick the logo to the edge of any canvas (without the border specified further above).

Don't play with elements illustration Icon Cancel
Don’t use the plate only

Please don’t use the golden plate on its own, unless specifically requested by smec.

smec illustration for unappropriate use of the logo

Download the files necessary for further use

You can select the RGB or CMYK mode assets, depending on the use

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