Bassam Al Derazi Design Studio
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(38/41) Project

Smart Chip

Client
Smart Chip Technologies
Year
2022

Identity for Smart Chip Technologies: a monogram that joins a C for chip and an S for smart, custom logotypes in English and Arabic, a responsive logo and a palette led by vivid blue.

Role
Monogram, custom logotypes, visual identity, applications

Smart Chip Technologies, شريحة ذكية in Arabic, makes smart devices, among them the Smart Locator for retail shops. The identity starts from three keywords: intelligence, communication and interconnection.

Concept

The monogram joins a C for chip and an S for smart in one continuous line, so the two letters read as connected parts.

Concept board: the monogram in vivid blue with labels for C (chip), S (smart), interconnection and communication, in Arabic and English.
Concept

Monogram and logotypes

The monogram stands alone in white on vivid blue. Both logotypes are custom: smartchip in lowercase, and شريحة ذكية drawn to sit with it.

The Smart Chip monogram in white on a vivid blue gradient: a C and an S joined in one continuous line.
Monogram
The custom English logotype smartchip in white lowercase on blue.
English logotype (custom)
The custom Arabic logotype شريحة ذكية in white on blue.
Arabic logotype (custom)
The blue monogram beside the Arabic and English logotypes in dark blue, on white.
Logo and wordmark

Responsive logo

The logo steps down from the full lockup to the monogram alone, and takes product names such as Smart Locator.

Responsive logo: the lockup and the monogram on white, dark blue, pink, blue, pale green and light blue tiles, including a Smart Locator version.
Responsive logo

Colour and type

Vivid Blue #287AF5 (Pantone 2727 C) and Dark Blue #031124 (Pantone 296 C) lead, with Air White #F3F3F1. Light grayish green, light blue, pale red and light orange are the secondary colours. URW Geometric Arab sets both scripts, from Light to Black.

Colour palette: Air White, Dark Blue and Vivid Blue as primary colours, with light grayish green, light blue, pale red and light orange as secondary colours.
Colour palette
Typography board: URW Geometric Arab Latin alphabets in six weights, from Black to Light.
Typography: URW Geometric Arab
Typography board: URW Geometric Arab Arabic alphabets in six weights.
Arabic weights

Supporting element

The monogram repeats as an outline pattern, sits inside a location pin, and crops large across surfaces.

Supporting element: the monogram repeated in outline on dark blue, set in a location pin on pink, and enlarged on blue.
Supporting element

Applications

Smart devices, stationery, business cards, a smartphone app, a uniform, outdoor advertising and a branded vehicle.

A blue teardrop-shaped key tracker with the monogram, on pink.
Smart device
A black rounded-square tracker with the monogram and smartchip, on light blue.
Smart device
Stationery on blue: letterhead, envelope, business cards and a notebook with the Smart Chip logo.
Stationery
Rows of Smart Chip business cards, white fronts and blue backs with the monogram, laid diagonally.
Business cards
A smartphone app screen and a Smart Locator card, with illustrations of RFID tags, on pink.
Smartphone app
A dark blue polo shirt with the Smart Chip logo on the chest and a large, faint monogram across the front, on light blue.
Uniform
A billboard reading Smart Locator For Retail Shops by smartchip, on blue.
Billboard
A bus shelter poster in Arabic for the Smart Locator for retail shops.
Bus shelter
A white pickup truck wrapped with the dark blue monogram and the Smart Chip logo, on light blue.
Branded vehicle