Smith Planning Group

Integrated Awards: Branding Identity – Rebrand/Refresh

Design Holmen

Toronto, Ontario, Canada

Smith Planning Group, a planning and design firm, enlis ted Design Holmen for a brand refresh as they approached their 30th anniversary. The new branding features a set of dynamic icons expressing the boundaries of a square in creative ways, conveying SPG’s versatility in providing comprehensive planning and design services. The wordmark, customized from the sans serif Circular typeface, embodies humility, while aligned letters “p” and “g” signify collaboration. A monochromatic colour palette complements the firm’s vibrant work and a secondary palette expands options for renderings and proposals. A thorough brand guide ensures consistency and serves as a reference for inspiration, fostering creativity within the firm.