THE LOGO
The Smith Center is recognized as a leading performing arts
Use of the Name
center
identity
The Smith Center is the primary and iconic name of the
that matches that recognition. It is important to always
institution. This bold, simple, and memorable name is used
present The Smith Center’s graphic identity consistently in
in the logo artwork.
and
requires
a
verbal
and
visual
order to maintain a uniform appearance and message. When writing the primary name, The Smith Center, or The Smith Center logo depicts a key architectural feature
the formal name, The Smith Center for the Performing
and focal point of the institution — the bell tower of the
Arts, in a body of text, it should appear in title case.
main building. This tower is an icon and beacon, so it is fitting to represent the essence of The Smith Center with this image.
INCORRECT USAGE THE SMITH CENTER is the primary and iconic name
The geometric and linear quality of this logo is inspired by and takes visual cues from the graphic and architectural motifs of the Art Deco movement.
of the institution, while THE SMITH CENTER FOR THE PERFORMING ARTS is the formal name. In a body of text, the name should never be written in all caps. 15 | The Smith Center | Visual Identity Guidelines
