Smartheart designed by Smartheart

Logo and bright watercolour business cards for design agency Smartheart

Smartheart is an independent Moscow-based brand design and advertising agency that creates unique work groups for each project allowing them to draw from a variety of disciplines including architecture, music, film and public art, and describe their solutions non-standard and effective.

“We are conservative innovators. We apply new techniques and technologies, experimenting, but eliminating all that is not conducive to the disclosure of the idea embodied in the project. Priorities for the Agency: Living Identity (dynamical systems of visual identification), Ambient & Public Art (non- standard media, advertising media, monumental public art advertising) and Regional Branding (branding and positioning of cities and regions).”

– Smartheart

Smartheart’s visual identity, developed in-house and described as the ’emotionalisation’ of their business, is a simple but sharp contrast of uppercase confidence, professionalism and sans-serif efficiency set alongside the creative spontaniety, on-trend vibrancy and organic, humanistic qualities of a bright watercolour form that picks up the tactile textures of an uncoated substrate. It is a familiar approach, check out Coopervision and Tom Organic, but one that remains clear and concise, with a dynamic, individualised authenticity that reflects the custom nature of the team and their results within the context of practicality and consistent production.

Logo and bright watercolour business cards for design agency Smartheart

Follow BP&O:

Logo and bright hand painted watercolour business card for design agency Smartheart

Logo and bright hand painted watercolour business cards for design agency Smartheart

More self-initiated brand identity projects:

Logo - Designers Anonymous  Logo - Marks  Logo - The Clocksmiths

Support BP&O

Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.