Iron Graphics, Illustration and Visual Communication Design · 2023
Smartmoov Brand Identity
by Ricardo Filipe Lopes da Silva
- A' Design Award 2023 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2023
- CLIENT: Smartmoov
- Estimated Number of Design Views: 10,106
- Verification code 4F1954B584 · Verify this award
About Smartmoov Brand Identity
The key benefits of this business model are mobility and business customization. The entrepreneur can adapt his business to a more flexible and mobile solution, thus enhancing the reach of his business in the market. The brand portrays these values in a dynamic and futuristic way through a consistent visual system, which is meant to inspire the target audience.
Press Kit
- Unique Properties
- Smartmoov positions itself as a technology company offering mobile solutions that have revolutionized the established way of doing business to fit in an increasingly new consumer lifestyle. The design emphasizes the mobility and the sustainable relations between business owners and customers by implementing a futuristic and minimalist style into the logo system. This system along with the technological color palette allows the visual identity to fit into distinct types of ventures.
- Dimensions & Packaging
- For the stationery, digital media and products, the Visual Identity guidelines were provided to ensure that all the materials will be done correctly. All the graphics and illustrations were vectorized and saved as print-ready files.
- Tags
- shop, smartmoov, smart, dynamic, adaptable, mobile, kiosk, renewable, brand
- Production Technology
- The project was designed in Affinity Designer and Affinity Photo to keep the vector and photo montage quality. The visual system was built based on the Golden Ratio rule by using a Phi grid order to appear in the most harmonious way. On the production step, the designs were delivered in RGB, CMYK colours.
- Design Challenge
- Gathering relevant information about different types of retail business and their relations with customers, and translating it into the right symbols and colour scheme. The challenge was to create a dynamic and integrated visual system in order to communicate neutrality, versatility and mobility.
- Project Duration
- August 2019 to November 2019 in Curitiba, Brazil
- Operation Flow
- The design conveys a dynamic visual experience that lures the audience to connect and recognize the brand even without seeing the logo. More than the simple connection to the brand, it inspires the client to go beyond that. In this visual system, the potential owner is advised to adapt and customize its business through tailored visuals, maintaining the brand language.
- Research
- The research process was conducted by UX surveys to collect data about how the targeted audience, established and new business owners, could overcome their struggles on the market. In addition, technological and trend research has been carried out to better understand how futuristic trends are perceived by the public today and what companies around the world with a similar business model are building in terms of their brand language.
- Inspiration
- Getting inspired and researched by small and big business owners who thoroughly know the market struggles. Renting a physical space to start a new business can be expensive and extremely bureaucratic these days. To tackle the problem, Smartmoov offers a mobile solution that reaches the target audience anywhere, anytime.
Therefore, exploring this new way of interaction between clients and business owners proposed by Smarmtoov became the key value for the brand identity.
Colors of Smartmoov Brand Identity
Grand Interview about Smartmoov Brand Identity
The concept of flexibility became the foundation of the entire visual system. Through research with business owners, I discovered that one of their greatest challenges was adapting quickly to market opportunities while avoiding the costs and bureaucracy associated with permanent retail spaces. Smartmoov addresses this challenge through mobility, so the identity needed to visually express movement, adaptability, and accessibility.To achieve this, I developed a dynamic visual language composed of modular graphic elements that can be customized according to different business categories while still maintaining a recognizable brand structure. The system was intentionally designed to feel fluid and energetic, reflecting the idea that businesses can reach their customers anywhere and at any time. This flexibility allows entrepreneurs to tailor communications to their specific audiences while remaining connected to the broader Smartmoov ecosystem.
The decision emerged directly from the research phase. Beyond studying entrepreneurs and their market struggles, I also analyzed technological trends and companies operating within similar business models. It became clear that Smartmoov was not simply another retail solution—it represented a new way of connecting businesses and customers.A futuristic and minimalist visual approach allowed the brand to differentiate itself from traditional retail identities, which often rely on static and location-based visual cues. The clean aesthetic communicates efficiency, innovation, and scalability, while the futuristic palette reinforces Smartmoov's role as a forward-thinking platform. Together, these choices reflect a commerce landscape that is becoming increasingly mobile, technology-driven, and customer-centric.
The Golden Ratio served as the structural framework for the visual system. Using a Phi-based grid, I organized layouts, proportions, and graphic relationships to create a sense of natural harmony and visual balance across all applications.The challenge was ensuring that this mathematical precision did not make the brand feel rigid. To maintain the technology-focused and dynamic character of Smartmoov, I combined the disciplined structure of the Golden Ratio with energetic compositions, movement-oriented graphics, and adaptable layouts. This balance allowed the identity to feel both reliable and innovative, reinforcing the brand's promise of organized yet flexible business solutions.
The research revealed recurring concerns among both established and emerging business owners: high operational costs, bureaucratic barriers, and the need to remain competitive in rapidly changing markets. These insights directly informed the visual strategy.I chose to emphasize neutrality, versatility, and mobility throughout the identity because these values aligned closely with the realities entrepreneurs face. The adaptable graphic system reflects the flexibility they seek in their businesses, while the clean and accessible visual language avoids limiting Smartmoov to any single industry. By focusing on practical business challenges, the design became more than a visual identity—it became a representation of opportunity and freedom for entrepreneurs.
The balance was achieved by focusing on efficiency and intelligent mobility rather than treating technology and sustainability as separate concepts. Smartmoov's business model inherently encourages a more flexible use of physical resources by reducing dependence on traditional retail infrastructure.Visually, I represented innovation through futuristic aesthetics, geometric precision, and a technology-oriented visual language. At the same time, the identity communicates responsibility through clean compositions, streamlined forms, and a sense of purposeful movement. The result is a brand that suggests progress and innovation while also supporting a more efficient and adaptable approach to commerce.
From the beginning, the goal was to create a system rather than a fixed identity. The key strategic decision was establishing a strong set of visual foundations—including proportions, color relationships, graphic patterns, and layout principles—that remain constant regardless of application.Within this framework, entrepreneurs can customize visuals to better reflect their individual businesses and target audiences. Because every adaptation follows the same underlying visual rules, the brand remains recognizable even when the logo is not present. This balance between freedom and consistency ensures scalability while preserving a strong and cohesive brand experience.
The concentrated timeline encouraged a highly research-driven and strategic design process. Rather than exploring numerous disconnected creative directions, I focused on identifying the core challenges faced by the target audience and translating those findings into a clear visual solution.Working within a defined three-month period also reinforced the importance of creating a system that was both efficient and scalable. Every design decision needed to contribute directly to the brand's objectives of mobility, adaptability, and market relevance. This disciplined approach ultimately strengthened the clarity and effectiveness of the final identity.
The UX surveys highlighted that business owners needed solutions that were practical, accessible, and adaptable to changing market conditions. These findings shaped both the visual and communication aspects of the project.Visually, the data supported the creation of a flexible graphic system capable of serving multiple business types. From a communication perspective, the brand emphasizes empowerment, opportunity, and mobility rather than focusing solely on products or services. Every visual element was designed to reinforce the idea that entrepreneurs can overcome traditional limitations and connect with customers more directly and efficiently.
I believe the most effective aspect is the visual system's ability to remain recognizable while constantly adapting. The combination of dynamic graphic elements, modular compositions, and a strong underlying structure communicates movement without sacrificing consistency.Additionally, the identity's emphasis on customization mirrors Smartmoov's own business proposition. Just as the platform enables businesses to operate flexibly and reach customers wherever they are, the visual language adapts across contexts while maintaining a cohesive brand presence. This direct alignment between concept and execution is what most effectively conveys the message of mobility and adaptability.
The strength of the identity lies in its scalability. Because it was built as a flexible visual system rather than a static set of assets, it can evolve alongside emerging technologies, communication channels, and business models.As mobile commerce continues to expand, I envision the system incorporating increasingly interactive and data-driven experiences while maintaining its core principles of mobility, neutrality, and adaptability. The foundation established through the Golden Ratio, modular graphics, and customizable components allows the brand to grow without losing its identity. Ultimately, the design was created to support continuous evolution, reflecting the same agility that Smartmoov offers to the businesses it serves.