Download - Smile Journal 2009
The Bond180-182 Fazeley StreetBirminghamB5 5SE United Kingdom
+44 [0] 121 773 4851
“The first project that we embarked on, set out to create a moments change in an otherwise routine day. It was at this point that we decided; whatever we do, we must make
someone smile.
Yellow compliments this outlook for its association with happiness and embodiment of hope and reassurance.
We carry this philosophy with us at all times and is something that can be seen in every piece of work that is created by Smile.”
SMILE Brand Values
High Quality
Playful
Imaginative
Approachable
Cheeky
Positive
Traditional
Eclectic
Contemporary
Craftsmanship
Wit
Innovation
Reassurance
Boutique
Grid Structure
Concise
Elemental
Independent
1 Branding & Identity2 Graphic Design3 Web Design4 Virals5 Advertising6 Packaging
7 Illustration8 Animation9 Idents & Titles10 TV Commercials11 Photography12 Typography
We often get asked what we do at Smile and the truth is that we do a lot. We use our creativity to solve problems.
Each member of Smile has a unique background which means that we have an abundance of skills that allow us to take on any job.
Nathan is a square.Far from being dull,
a designer with passionate fl are.
With equilateral sides,
a perfectionist is he,
typography is his love,
followed by Nintendo Wii.
The square is a structured form,
favoured by the Swiss,
Helvetica, Helvetica, Helvetica is Nathan’s utter bliss.
Matt Lees
Matt is a circle.
The eldest he may be, with a camera in his hand,you will more than likely see.
Football is his sport, he sure knows how to play, but nothing beats designing in the studio all day.
Sue is a triangle.
Equal sides has she,
a pushover you’ll not see.
Print and layout inspire
her style,
encouraging her to go that
extra mile.
Studio league Ping Pong
sounds such a good idea,
If only you could tear her
away from the heaven
that is Ikea.
SMILE Love Helvetica
NeueLT 75
Helvetica Neue LT 75 Bold,it never gets old.
It has been for a while,the identity of SMILE.
This stems from our love of Swiss graphic design,which certainly made this typeface shine.
Neu
eNeue
Neu
eNeueNeueLT 75
Neu
eLT 75LT 75
SMILE Love Double Clips
Smile admit to having a some what unhealthy(but harmless) obsession with double clips.
What is not to love, they are perfectly formed,perfectly suitable and perfectly affordable!
swiss
gridthe
The grid
, the
grid, o
h we
do love
the
grid.
So stru
cture
d, so c
lean, a
ll than
ks
to th
e grid
.
Swiss p
ionee
rs so
fam
ously d
id,
which is
why
we
still
follo
w the
rules
of t
he grid
.
The use
of a
grid
can
expre
ss
the
elem
ents
of c
olour,
form
and
typogra
phy.
Use o
f the
grid sy
stem
is ev
iden
t
thro
ugh Sm
ile’s
portfolio
and is
som
ethin
g that
links
eac
h pie
ce o
f
desig
n toget
her.
Smile
love
swiss
grid
s
Ingredients
250g self-raising flour250g soft unsalted butter250g caster sugar4 eggs at room temperature1 tsp lemon extract2-3 tbsp milk
Icing
500g icing sugar1 large lemon
Helvetica Neue LT 75 BoldThe Swiss Grid SystemLemon CupcakesBaskerville AmpersandPeople WatchingBulldog ClipsHumourPantoneNintendo Wii‘5’ in Helvetica BoldFoil BlockQuality PaperScreen PrintingMusicOutdoor CafesLetter pressing
SMILE would like to thank
Balvir Nandra / David OsbaldestinPaul Slocombe / Clive Colledge / Sam MChiu Man / Dylan Line / Tony Davis / BCUAndy Pearsall / Dawn Meaden-JohnsonJackie Marwaha / Caroline ArcherAlexandre Parré / Shah Zamin / GoogleGay Penfold / Costa Coffee / AppleJason Grindley / Natalie HussellbeeMario Miniciello / Kelly Beech / SpurgeJenny Hotchin / Plus+ Design Festival
Printed by Smile Creative Consultantson Seawhite of Brighton 130 gsm
Printed in Birmingham (UK)on an HP 6980 inkjet printer
Limited edition
Colophon