smart IAA 2019

At the IAA 2019 smart presents with the new brand values »radical, simple, liberating« and the uncompromising commitment to electric mobility, for the first time. The brand takes the distinction from Mercedes-Benz and the other sub-brands literally and sets a clear cut! Made visible by the highlight colour »energizing yellow« an urban pop-up character was created. A hexagon pattern derived from the visual product language modified specifically for trade fair communication. The key message »All electric, now!« is highlighted via an LED impulse that leads from the outside to the inside like an electrical discharge.