"Smith is proud to announce their new visual identity. Following a refined brand platform that modernizes their beliefs, values, and who they stand for, Smith will relaunch its entire product range in January 2015 with a new logo and brand presentation," writes
Midwest Lens. "With clean, modern and refined letter forms, the updated logo hearkens back to their original identity and speaks to the fundamental tenets of the brand: performance, movement, and essential design."
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