Chrysler modus Identity / Entry Identification

An innovative interactive dealership concept developed by Chrysler needed a name and identity that reflected the intent of the concept, would appeal to their intended audience, integrate well with the existing Chrysler brand and function globally. The name “modus” reflects the revolutionary method for automotive retailing which dramatically simplified the car buying process and created a more engaging and inspiring environment.

Client: RPA (now Fitch) for Chrysler   Credits: Naming: Tim Smith; Identity and Environmental Graphic Design: Tim Smith, Interior and Fixture Design: Michael Torok; Account Management: Aaron Spiess

NOGOLOGO Show Logo

Awarded several times over and published in design publications internationally, this logo demonstrates the effectiveness of a powerful, yet implicit mark. The logo helped garner recognition for this very successful event and has lived on in various iterations through other AIGA chapters nationally. 

Client: AIGA Cincinnati / Columbus Society of Communicating Arts

Zales logo

Leveraging the equity of their well-established identity, this more elegant, contemporary logotype is still recognizable to Zales’ existing customers, but ultimately appeals to a broader audience. The symbolism of “The Diamond Store” is captured within the “A”.

Client: FRCH for Zale Corp.
Credits: Creative Direction: Tim Smith; Graphic Design: Tim Smith Lucy Steadman, Doug Bunker

Retail Design Institute Logo

The former Institute of Store Planners underwent a name change in 2007. Using the brand filters: inspiring, professional, approachable, trustworthy and connected, the mark was designed as a graphic representation of a dimensional space with a suggestion of the letters 'r' and 'd' as secondary elements. While this is intended as pure symbolism, it also helps the mark serve as a powerful mnemonic to aid in recall. The logo has been implemented internationally and has helped breathe new life into the 50 year-old organization.

Client: Retail Design Institute, International President Andrew McQuilken

Retail Design Institute 50th Anniversary Logo

As a follow-up to the 2008 design of the Retail Design Institute’s logo, Tim Smith Design was asked to create a logo to commemorate the organization’s 50th year. The logo builds on the existing symbol and type, integrating a stylized “5” in the design language of the existing form.

Brennan Capital Partners Identity

Las Vegas-based Brennan Capital Partners provides investment capital for start-ups and fledgling companies. In a field crowded with stodgy brands, their’s needed to capture the imagination of the companies they hoped to attract.

The “bcp” letterforms are custom-drawn in this contemporary escutcheon which serves as the foundation for the brand’s cornerstones: honorable, fair, client-centric and integrity.

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MetroBebe Logo

Logo for MetroBebe – a truly unique line of children’s gear designed to be noticed, yet uncompromisingly comfy. The letters “M” and “B” are woven together to form this memorable mark. MetroBebe is a division of MetroMamma, thus sharing the same typographic treatment and complementary color scheme, allowing for a consistent familial appearance in marketing materials.

Identity for Ted Rice, Photographer

For noted reportage photographer Ted Rice, a rice kernel becomes a logical mnemonic device to aid in recall – and bring a smile to few faces, reflecting the photographer’s subtle wit. The tagline “People Pictures” reinforces the identity and Ted’s specialty: taking pictures of people. This memorable solution has been featured in “Dynamic Graphics” as an exemplary identity makeover.

Client: Ted Rice Photography

Hepp Consulting Logo

A former telecommunications executive recognized for his ability to bring resolution to complex challenges needed a memorable manifestation of those skills to symbolize his consulting practice. The iconic “H” with a subliminal embedded “C” not only helps with retention but the resulting labyrinth reinforces the identity’s objectives.

Client: Keith Hepp, Hepp Consulting

Digital-Cocktail.com Logo

In the throws of the 2000 tech implosion, creative and IT professionals in Columbus, Ohio launched Digital Cocktail as a means of gathering that like-minded community monthly at various venues to share cocktails, stories and pink slips. The event became very popular, often attracting 200-300 people.

Burns Auto Parts Logo

A tough audience (jaded art directors, designers and art buyers) requires an attention-getting and memorable solution. The name was adopted from the owner’s grandfather’s auto parts store from the mid 1900’s, with the intent of building an identifiable, if not offbeat brand, through unusual promotions based on the auto parts theme. The logo has won praise from this very tough audience, but more importantly has been a very effective foundation for a successful business.

Client: Lesle Burns-Del’Acqua
Credits: Design and Custom Typography: Tim Smith; Naming and Creative Vision: Lesle Burns-Del’Acqua

turnstyle Logo

Aimed at an audience of agency and corporate art buyers, this servicemark had to feel very dynamic to convey the key message of efficient processes and quick turnaround. While the intent was to animate the mark on the client’s Web site, it needed to feel every bit as dynamic in more traditional applications. The inverted ‘r’ is an effective mnemonic that reinforces the compelling moniker.

Client: Scott Hull Associates

DirectorsForum Logo

DirectorsForum was developed by Tim Smith for a former employer as an effort to get all directors within the company to share ideas, resources and to offer solutions for company-wide operational issues. Considering our reasoning as to the importance of effective branding, this logo was developed to help establish the Forum as a legitimate entity and generate interest. It did exactly that.

Client: LPK
Credits: Concept and design: Tim Smith

Marblecliff Design Studio Logo

Marblecliff Design is a small interior design firm in Columbus, Ohio that specializes in residential services.

Palinet Logo

Palinet (now Lyrasis) is the nation’s largest regional membership organization serving libraries and information professionals. Tim Smith Design conducted research to determine key brand attributes – both existing and desired. The move toward a younger target audience, a significant shift in the role of technology and the need to communicate collaboration and community led to this dynamic solution.

Client: Palinet

German Village Guesthouse Logo

A great example of the potential of the client/designer collaboration. The colors were based on the palette used in parts of the interior of the restored residence. The logo used the inherent symmetry of the letterforms and suggests the intimacy of the environment. Much of the early success of the Guesthouse has been attributed to our branding efforts.

Making Design Matter Idenity

Founder John Pribble has an extensive background in design-related fields, having worked in multiple capacities for pioneering multidisciplinary design firms, prominent regional ad agencies and and juggernaut global internet consultants. When John wanted to launch “making design matter” he came to Tim Smith Design for a solution that would convey that very sentiment.

The business cards (shown here) are printed on a letterpress for a rich tactile experience that reinforces the importance of the meaningful expression of brand.