I like the flexibility of application (iconography, typeface) in Coast’s work for SMETS.

SMETS logo

SMETS identity design

“To ensure singularity and consistency, we have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant, S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.”

SMETS identity design

SMETS identity design

SMETS identity design

SMETS identity design

SMETS identity design

SMETS identity design

Many more images on the Coast website, via visuelle.co.uk.

Photos of the Brussels-based Coast studio are worth a look, too.


March 12, 2012


The connection between the iconography and typography is great. Can’t beat a bit of well thought out icon design :)

Such a simple idea that works so easily across all mediums including symbols. I think some people come here to criticise all the time rather than seeing the intelligent thinking behind and idea, it’s so simple that it’s deemed rubbish but it’s not.

The vibrant colours make it modern and trendy, with lots of scope for new creative ideas across the brand.

It’s true that it works easily along the different media, but therefore it doesn’t mean it’s a great idea. I think flexibility is only a plus when the logo itself is strong on his own in the first place. Here it’s mere a stripe trough some type.

@ Kim Phillips, like your link, criticism isn’t always a negative thing, it just shows another perspective.There’s no single logo that everybody in general likes..

When you’re bringing a variety of products and services together — fashion, art, design, food — a custom typeface is an ideal solution. Combined with the colours and symbol set this is a strong identity.

Rather than seeing a separation of elements you could also see them as coming together. With anything like this you have to see it in context; The broken type is gorgeous on this storefront: http://pascaline-s.blogspot.com/2012/02/smets-premium-store-brussels.html

You can be sure that the design agency presented several options, had a brief & strategy, & didn’t just whip this up in 3 hours. Simplicity takes careful thought. Their brand is very modern & so the logo, font, etc, are spot on.

Wish we had a store like this in Canada.

I agree, Joce. To properly judge a visual identity it needs to be considered as a whole — not taking a single element in isolation. Otherwise you could look at any sans-serif uppercase wordmark (Fruita Blanch, or Resonate, for example) and say, “It might as well be for a construction firm.”

In saying that, Kim, even when we do look at this typeface in isolation with its subtly-rounded corners and thin line weight, I don’t get a picture of the construction industry. Heavy and angular is stereotypically construction.

I love typographic identities, they are flexible and unobtrusive. Developing a custom typeface allows you to embed the identity in the everyday language of the brand. Great pick here David!

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