Smartmoov Brand Identity by Ricardo Filipe Lopes da Silva is a highly esteemed winner of the very prestigious 2023 A' Design Award in Graphics, Illustration and Visual Communication Design Competition Category.
IronGraphic· 2023
Smartmoov Brand Identity
by Ricardo Filipe Lopes da Silva
Client: Smartmoov
A' Design Award Winner in Graphic Category
Verified Award Winner
Verify Award Status for #126213The Design
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.
The Recognition
About the A' Design Award
Smartmoov Brand Identity is an Iron A' Design Award winner, a prestigious recognition granted to good designs that meet the professional and industrial requirements expected from well-designed creations. Iron winners demonstrate great skill, high specialization, expert understanding, and creative capacity of their creators. Smartmoov Brand Identity is expected to be a highly regarded, admired, and cherished creation that is practical and innovative. This Iron A' Design Award-winning design integrates industry best practices and has competent technical characteristics linked with know-how and talent. Smartmoov Brand Identity is respected for its thoroughness and is designed to provide quality of life improvements that help make the world a better place.
Interviews
Grand Interview
Your innovative approach to mobility in Smartmoov Brand Identity's visual system beautifully captures the essence of adaptable business solutions - could you elaborate on how you translated the concept of business flexibility into dynamic visual elements?
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 futuristic color palette and minimalist style of Smartmoov Brand Identity challenges traditional retail branding - what inspired your decision to push boundaries in this direction, and how does it reflect the evolving nature of modern commerce?
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 plays a significant role in Smartmoov Brand Identity's harmonious design - could you share your process for implementing this mathematical principle while maintaining the dynamic, technology-focused essence of the brand?
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.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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. - 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.
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