SMACK is a holdings company that mainly invests in technologies. Its subsidiaries operate in software, eCommerce and biotechnology. The old logo was outdated and lacked an identity system for developing visual communication design. As the business is expanding, the company decides to redesign the logo and rebrand. The goal is to create a modern style logotype and dynamic identity system for coping future development.
SMACK has subsidiaries in different business areas. The design idea is to use the dynamic identity system, ensuring SMACK has the ability to develop unlimited designs for suiting different usage in a consistent way. In this system, the primary logotype is the combination of the SMACK basic wordmark and symbol. The symbol can be changed, I have developed 4 symbols and themes consisting investment, technology, biotechnology and network.