Multifaceted Gem
Multifaceted Gem - AE Smith
New logo and brand identity | ||||||||||||||
| A small but important visual change has been taking effect across AE Smith since the introduction of Emerald Sustainable Performance late last year. Designed to coincide with our sponsorship of the largest green building conference in Australia, AE Smith will launch a new logo and brand identity at Green Cities 09 on 1 March. The new logo is designed by renowned Australian brand architect Trevor Flett. Through Trevor, AE Smith now shares an important link with a select list of blue chip and household name organisations for whom Trevor was also instrumental in the design of their logo and brand identities. Examples include Origin Energy, Cricket Australia and BHP Billiton. Trevor is perhaps most famous for being creative director responsible for the Sydney 2000 Olympic Games logo and brand identity. As you can see, there is strong and deliberate link between the new and old AE Smith brand identities. The typography remains the same. However, the new symbol is a ‘gem’ symbolising the multifaceted customer focussed solutions AE Smith provides our customers. Importantly the change in design heads up a new look and tone for the AE Smith brand that will last for decades. Whereas in the past we sought to differentiate by colour and the use of different logos AE Smith Construction from AE Smith Service from Facility 1st (now AE Smith Building Technologies), today we seek to show our customers that AE Smith is a team of 600+ professionals organised into separate but complimentary business units; each focused on its core competency – together delivering a single source solution with the vision of being ‘partner of first choice’ for: | ||||||||||||||
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| In the months ahead you will see the new logo appearing everywhere as the new AE Smith brand begins to replace the old on everything from stationery and uniforms to signage on buildings and vehicles. I hope you like the new design and embrace the opportunity the new logo and brand identity brings to start new and reaffirm old customer relationships. For more information contact Raymond Lee, Marketing Manager on +61 (0)3 9271 1956. | ||||||||||||||
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| To help launch the new logo and brand identity, AE Smith commissioned Melbourne designer, Warwick Gresswell from Thylacine Cycles to design a range of high performance sporting attire any AE Smith team member would be proud to race in (and win!). “Team AE Smith Race Wear”, emblazoned with our new multifaceted gem, consists of: |
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| After an exhaustive search, AE Smith commissioned 2XU (pronounced “Two Times You”) to manufacture a run of limited edition AE Smith Race Team Wear. |
| 2XU is a premium Australian technical sports brand worn by World Champions and Olympic athletes that include Emma Snowsill, Triathlon Olympic Gold Medallist. Watch out for Team AE Smith competing for the first time in their new high performance 2XU race wear in the Mooloolaba and BRW Triathlons. |
