SMS Direct
Logo Haircut
SMS Direct’s expertise and focus on innovation have built their reputation in providing the best pre-owned direct mail equipment for mailing houses and printers. When SMS contacted us to design some marketing pieces, we recommended giving their logo a “haircut” to match their growing brand’s quality.
Logo
The focal point of the logo is the “M” which doubles as an envelope. We removed some of the extraneous elements to highlight the letterform, which was getting lost in the old logo. We then took a close look at each “S” on either side of the “M” and matched the envelope’s angle to help make the three letters fit well together as a unit. The colors remained the same, yet we included a subtle gray gradient to lighten the logo and represent the machinery's style and durability.
Working with GD Squared is always a pleasure, quick to react, and amazing ideas when it comes to our branding. GD Squared came up with ideas for our logo that we would have never thought of — top-notch!Rich Smith, President and Owner
The logo adjustment’s primary goal was not to lose the brand equity that the company had built over the years while cleaning up its form to make it appear more professional. With the new logo finished, SMS has a solid foundational mark that adapts well to its many business subdivisions.
