Smiley Monroe launches new brand identity and announces future expansion plans
Comprising a new geometric brandmark to accompany the unchanged wordmark, the new logo has its origins in the hexagon, the chemical structure of vulcanized rubber and a recognized symbol of Northern Ireland where the company was founded in 1979. The shape is a nod to the hexagonal basalt columns of the Giants Causeway – an iconic landmark on the country’s North Coast and the inspiration behind the ‘Giants of Belting’ moniker. The highlighted ‘peaks’ show how the hexagon has evolved in an upward and outward trajectory, reflecting Smiley Monroe’s growth and global expansion over the past 45 years. The solid shape creates an angular “s,” while the two peaks on the silhouette mimic the chevron pattern found on a conveyor belt.
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