Smartrac’s New Logo and Corporate Design

Change depicted: Smartrac’s New Logo and Corporate Design

25 October 2018 | Karin Fabri


By opening this page, you have almost inevitably come across our new, differently colored corporate logo and design. But no matter if you have known our company for years or just visited our website on a single occasion before today, chances are that you did not perceive the change consciously. And that’s a good thing.


We are convinced that our new company logo and design – using a lean, straightforward and fresh, light red color plus a modern type font – depicts the changes towards becoming an IoT solutions provider.


Why red is the new orange
Probably the most noticeable change is the change of color: orange has been our signature color for quite some time, and many people strongly associate our company with that color. So why did we change it? We firmly believe, that the new red color better represents our ambition and ultimately power.


Ideally, any corporate design should speak for itself. But we hope that all our new design elements will collectively give you a good overall impression. If you are looking for more detailed information, you will find them throughout the content of our website – independent of its design.


Getting closer to our customers
BTW, one big change in our website is barely visible: in the upper right corner of every page you will find the globe symbol and the letters EN (for English). If you click on the globe, a selection of available languages appears. This is indeed a revolution, as it is the first time that we have published information in a language other than English on a large scale. We have kicked off with Japanese content, available for the higher levels within the menu structure, but other major languages will soon follow. And even if we won’t be able to translate every piece of content, that is another big change in terms of customer orientation.