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smart design icons - While at Smart, I designed and installed a set of signage icons for their SF office. Smart Design's company culture is fun and witty, so I thought their office identity should represent that. Designed for people, the final signage is purely icons, universally legible with no need for written descriptions. Behind each icon is a joke or a story about what's inside it's doorway.
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signage icons - While at Smart, I designed and installed a set of signage icons for their SF office. Smart Design's company culture is fun and witty, so I thought their office identity should represent that. Designed for people, the final signage is purely icons, universally legible with no need for written descriptions. Behind each icon is a joke or a story about what's inside it's doorway.
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existing signage - Some of the existing signage from Smart's SF office
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restroom iterations - The restroom icons were by far the most difficult to design. I wanted them to be clever and unique, but also non-stigmatizing and easily understandable. The final icon designs are a play on gender stereotypes - which is what Smart’s “Femme Den” has pledged to overcome... irony is funny.
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mock-up process - After designing a draft set, I printed out full-size icons on paper, cut them out, and taped them up to make sure the grapics and sizing were right. After all the paper mock-ups and the final graphics and quotes were approved, I ordered vinyl and started applying it.
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before and after - a look at the signage transformation
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final set - This is the complete set of icons that are now in-place at the Smart SF office, adding a little bit more fun into the work environment.
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finished signage - The signage was all placed at foot-level, where it is visually more subtle. This also allows the individual characters to interact with the ground. Each icon tells a story about what’s inside it’s doorway. For instance, the elephants playing badminton may seem random, but together with the mouse, these icons represent the “big” and “small” conference rooms.
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dodgeball shirts - The icons were such a hit, that Smart Design decided to make them the main component in their uniforms for the 2010 Bay Area Design Dodgeball Tournament. Even with the many other designs generated, my icons won the vote to become the prestigious dodgeball shirts. They were (undoubtedly) a key factor in Smart Design’s tournament championship.

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