Smith+Wesson Rebrand

4 THE SMITH+WESSON PARTNERSHIP

5BRAND STANDARDS & BENCHMARKS



» VICTOR HUGO





BANG BANG BANGIntroducing the Brand

FOCUS REVIVE RECRUITMoving Forward

SPECS KEYS GUTSDefining Attributes

BRAINS BALLS SWAGManifestation

CONTENTS 11

21

47

67



Introducing the Brand

.01


Smith + Wesson is the largest manufacturer of handguns in the United States with their corporate headquarters in Springfield, Massachusetts. Founded in 1852, Smith + Wesson’s pistols and revolvers have empowered police and armed forces throughout the world.

Firearms made by Smith + Wesson are also used by sport shoot-ers and have been featured in numerous Hollywood movies, particularly Clint Eastwood’s Dirty Harry. Smith + Wesson has been known for the many types of ammunition it has introduced over the years, and many cartridges bear the company’s name.

The handgun has, for hundreds of years, given a new level of power to those who possess it. Today, the original idea is con-tinuing to manifest and evolve. It has untold potential to grow far beyond the original device, until now.

LEGACY .01

In 1852, Smith + Wesson joined forces to create a more powerful handgun.

The mark of a great idea is that it has legs to carry itself beyond its original inception.

INTRODUCING THE BRAND



Until now, the original Smith + Wesson logo has remained unchanged since the formation of the partnership.


The history of the Smith + Wesson partnership is marked by tradition, craftsmanship, and putting a stake in the ground with consistent innovations in their field.

18.56 19.35

Horace Smith and Daniel Wesson of marketing a lever action repeating pistol that could use a fully self-contained cartridge.

S + W formed their second partnership to produce a small revolver designed to fire the Rimfire cartridge they patented earlier. It was the first successful fully self-contained cartridge revolver avail-able in the world.

The Model 3 American, first marketed it in 1870, was the first large caliber cartridge revolver which established Smith + Wesson as a world leader in handgun manufacturing.

Smith + Wesson next introduced what is probably the most famous revolver in the world, the .38 Military & Police, used by virtually every police agency and military force around the world. The first Magnum revolver, the .357 Mag-num, was introduced in 1935.

18.52 18.70

TRAJECTORY .01




20.20

The Model 29 chambered in .44 magnum –the handgun made famous by Clint Eastwood in the movie “Dirty Harry” –was unveiled in 1956. In 1965 S&W began producing the Model 60 - the world’s first stainless steel revolver.

The time is right Smith + Wesson unlock new potential for power. It is recognized that battles are less frequently won by fire power alone. There is a need to have a multidimensional edge over one’s opponent which Smith + Wesson have deemed this to be their new mission.

19.56






» SIR ISAAC NEWTON









MOVING FORWARD


Moving Forward

.04

MOVING FORWARD


The earliest ape species were tree dwellers and did not walk long distances bipedally.

Australopithecus afarensis was the first known ‘ape man’. It was a relative of the chimpanzee and walked upright.

Early man has always made use of objects around him as tools in order take control of his situation. From objects as simple as rocks to the modern day handgun, the addition of these to man’s existing abilities gave him an advantage.

Until recently, the invention of the handgun has been one of man’s most effective sources for control. Looking down the barrel of a gun is an incredible force for psychological manipulation. It is a device which, upon firing, exerts an unprecedented amount of physical control over an opponent with very little effort from the one pulling the trigger.

WE WERE .01

Smith + Wesson have played an instrumental role in the evolution of mankind’s pursuit for power.

MOVING FORWARD

THE SMITH+WESSON PARTNERSHIP24


Homo habilis was reputedly the first known species of our genus and likely used simple tools such as stones.

The ingenuity of Smith + Wesson brought modern man to a new level by creating one of the most effective tools of our time: the handgun.

Homo erectus had improved technology which includes use of fire and improved building methods.

Neandertal man had the physique and improved technology that suggest higher sensibilities and self awareness.

Early modern man developed tools, behaviors, and tech- niques that transformed the human way of life.

MOVING FORWARD



A smaller sub species, Mentalis Opendus, has few ideas of his own but is receptive to others.

The majority of mankind today falls into the genus Generalis Publicus, and only function at 25% of their potential capacity.

History has shown us that who throws the hardest punch has less and less been the determining factor in who wins the fight. Today, ideas are winning battles, not firearms.

The new vision for Smith + Wesson is one of tactics, intelligence, and confidence. Brute force is no longer the main component of the breed of power we seek to develop.

In this new venture, the focus of Smith + Wesson is providing an unprecedented opportunity to take the upper hand to those who have proven themselves to be a worthy and gainful member of the partnership.

WE ARE .01

The focus has shifted from perfecting the gun to perfecting the idea.

MOVING FORWARD



Effortis Minimus is a species which lacks the will to thrive despite excellerated capabilities for problem solving.

The new Smith + Wesson man has fully developed the most powerful tool in modern times: the brain.

Talkis Gratuitus is the most long winded species. He excels in quantity of ideas but suffers in quality.

MOVING FORWARD



The former image of Smith + Wesson is wrought with missed opportunities and unsubstantiated attempts to exert control.

A Missed Target

MOVING FORWARD


Authority is worn but not harnessed.

The aesthetic has gone stale and tasteless.

Function is in place with forgotten form.

Achievements are paraded by stuffed, dusty trophies.

MOVING FORWARD


The new vision of Smith + Wesson does not need to be worn on the holster. We are what you see, but also what you do not.

The New Face of the Partnership

MOVING FORWARD


Authority is sensed and echoes in a room.

Invaluable conquests are earned.

Sources of power are unexpected.

Form is no longer an afterthought.

MOVING FORWARD

32 THE SMITH+WESSON PARTNERSHIPTHE SMITH+WESSON PARTNERSHIP32

MOVING FORWARD

33BRAND STANDARDS & BENCHMARKS 33BRAND STANDARDS & BENCHMARKS

MOVING FORWARD


The original mark reminiscent of the mark of a metal worker. This is a bit of history that will be carried onward as it represents the innovative craftsmanship shared in the original partnership. The nuances of this mark served as a mold from which the new mark was formed.

PAYING HOMAGE .01

The former Smith + Wesson mark served a steady purpose over the years.

Embracing qualities from the past is a strategic move to keep the founda-tion strong for the future.

MOVING FORWARD


These stars will evolve into a new functional element

The form and union of the letters will be reimagined

The shape of the serifs will be translated

Overall, the former mark is bold but not yet brazen.

MOVING FORWARD


The serifs have been translated onto modern letterforms that have a bolder presence. It has become streamlined and to the point in its message while maintaining the intricacies seen the original. The stars have become a purposeful element in the mark, serving as the plus symbol that bonds the partnership.

THE NEW AUTHORITY .01

The new mark draws nuance from our history and boasts confidence in a new era.

The new mark is the perfect balance of old and new, a powerful statement that transcends time.

MOVING FORWARD


SMITH + WESSON

MOVING FORWARD


The original Smith + Wesson partnership was dually held. While this was a capable and innovative team, the new era recognizes strength in numbers. As a result, the partnership is opening its doors to those who succeed in passing our expertly crafted examinations.

These questions are designed to push the limits of even the sharpest minds. There are three sections in the examination: mental endurance, I.Q., and field testing. You may attempt the examination after completing this documentation.

ELITE PARTNERSHIP .02

We are forming a team of the best and brightest modern society has to offer.

Entrance into the partner-ship is rigorous process that demands the utmost mental fitness.


MOVING FORWARD

39BRAND STANDARDS & BENCHMARKS 39BRAND STANDARDS & BENCHMARKS

MOVING FORWARD

PRIVILEGED40 THE SMITH+WESSON PARTNERSHIP

This is the main examination room at the Smith + Wesson head-quarters in Massachusetts.

Smith + Wesson Testing Facilities

MOVING FORWARD

PRIVILEGED 41BRAND STANDARDS & BENCHMARKS

MOVING FORWARD


New members of the Smith + Wesson partnership are hand picked by our veteran members. They are adept at seeing talent in obscure places and are able to seamlessly extract recruits from their previously unappreciative positions. The new recruits will of course have to pass the testing protocol, but already show a lot of promise.

THE UNDERDOGS .02

Under the radar talent and hunger for the upper hand are traits in our ideal candidates.

Smith + Wesson leave no stone unturned in the selection process.

MOVING FORWARD


This person admires those who have that certain swagger about them. They have never really been able to find their place in a social circle or establish themselves as a valuable component in a business. They are looking to forge a new lifestyle that will push them into a new level of empowerment in their social life and career.

The Beta Male

MOVING FORWARD


This person has a love for gadgets and technology and can fix or build just about anything. They are highly intel-ligent but never could create anything that has marketable value. They have been waiting a long for their big break but their ‘in’ has always eluded them.

The Inventor

This person is a national champion in chess and go though no one has really heard of him. He graduated college at 15 and still lives at his parents house while doing research in mathematics at Stanford. He is soft spoken and quiet but keenly aware of his surroundings and is always ten steps ahead of anyone around him.

The Closet Genius

This person already has a high level of power over their work life. They oversee a great number of people and easily rattle off orders to keep their well oiled machine running. They are confident in their decisions and are used to others seeking out their opinion rather than the other way around. This is true in any case except when the CEO is around. At this point they must answer to every whim of their superior whether it be correct or ridiculous. They are tired of being second in command and are ready to move to the top.

The Junior Assistant Vice President

MOVING FORWARD


This person has likely just moved to a low position in a company either straight from school or as a result of inability to climb the workplace ladder. They have a desire to find their place among the ranks of other employees and gain respect from their peers and supervi-sors. They are seeking ways to stand out among the crowd and want gain new ground and be able to influence others.

The New Hire

This person could rule the world if they could only move out of mom’s base-ment. They know the ins and outs of many top secret organizations due to some casual web hacking but lack the skills to make anything of it. They have made a fair amount of money creating powerful but little known programs but are tired of not getting the recognition they believe they deserve.

The Basement Programmer

While strength is numbers is key, quality over quantity is top of mind.

MOVING FORWARD


MOVING FORWARD


» FIRE AWAY

MOVING FORWARD



Defining Attributes

.04


DEFINING ATTRIBUTES

The keystone of the Smith + Wesson mark is the plus sign, that is signifying partnership. It is derived from the stars on either side of the former mark. The shape has been altered to more closely resemble a plus sign and has blunt edges that match the terminals of the letters. It is 2x wide and 2x tall. The mark as a whole follows the golden ratio, it is balanced while asymmetrical.

MAKING THE MARK .03

Until now, the original Smith + Wesson logo has remained unchanged since the formation of the partnership.


The new mark is 16.2x wide and 10.5x

tall, the tagline is 10.6x in relation to

the mark

45°

DEFINING ATTRIBUTES


The mark requires a space of 2x on each side when placed in composition with other elements.

HEAD ROOM .03

DEFINING ATTRIBUTES


The names can be placed below the

mark with a space of 1x between.

The names can also be placed to the right

of the mark with a space of 2x between.

The mark works as a complete package when teamed up with the tagline but it and the tagline can also stand on their own.

Play the Right Hand

The names may also stand one their own.

The names can also be placed to the right

of the mark with a space of 2x between.

DEFINING ATTRIBUTES


There are few parameters for sizing the mark. There is no limit for scaling the mark. Smith + Wesson does not cap its potential and will bend environments to fit us, not the other way around.

MAGNITUDE .03

Smallest acceptable size, for business cards and the like. Must appear in black.

3 3/4 inch mark

DEFINING ATTRIBUTES


2 inch mark 15 1/8 inch mark7/8 inch mark

DEFINING ATTRIBUTES


The W is second in com-mand but of equal clout.

This is the first initial, S, is the leader.

The split W is united by being displayed in a con-sistent color.

The plus sign cements the two parts and leads with the S.

In every group, a leader must emerge. The mark can be colored to drive the declaration of the mark. The colors serve a function as well as adding to the dynamisms of the mark.

THE ENTOURAGE .03

DEFINING ATTRIBUTES


Warm GunHeat

Carbon precedes Warm Gun Heat precedes Carbon

Carbon

Warm Gun precedes Smoke

The mark can be presented under one unifying color when direct statements are necessary.

A United Front

When order is necessary, the mark can appear be sounded off with the ‘S’ emerging as leader.

A Dynamic Partnership

DEFINING ATTRIBUTES


WARM GUN Pantone 405 CMYK 0 /10 /35 /70 // RGB 105 /95 /75HEXIDECIMAL 695E4A

The color palette is influenced by the emotion of firing a gun. The anticipation of pulling the trigger, the feel of the weapon in your hands and the strike of the hammer are all components of the emotion of the palette.

APPOINTED PALETTE .03

HEAT Pantone 1805 CMYK 0 /90 /100 /25 // RGB 190 /50 /25HEXIDECIMAL BF301A

DEFINING ATTRIBUTES


These colors follow the same mantra as the others. They are an extension of the idea of the experience of firing a gun.

Secondary Colors

SMOKE Pantone 402 0 /10 /35 /70 105 /95 /75BBB2A4

CARBON Pantone 405 0 /0 /0 /100 0 / 0/ 0231F20

FLARE Pantone 137 0 /35 /90 /0 250 /175 /50FCB034

FUSE Pantone 128 0 /10 /65 /0 255 /220 /115FFDF74

DEFINING ATTRIBUTES


Two typefaces were chosen for the new Smith + Wesson brand: Dispatch, a slab serif, and Stainless, a sans serif. Both were designed by Cyrus Highsmith. His search for an industrial grade slab-serif to serve as text and display lead him to create Dis-patch and from it, Stainless was born.

TYPEFACES .03

Dispatch font family. It is selected for its bold and industrial presence on the page, as Highsmith designed it to feel.

Stainless font family. This font is an extension of Highsmith’s original concept and is a natural partner for Dispatch.

Body text is displayed in Stainless light at 8 pts while captions, like this one are displayed at 7 pts.

DEFINING ATTRIBUTES


AaBbCcDdEeFfGg HhIiJjKkLlMmNn OoPpQqRrSsTtUu VvWwXxYyZz

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWw XxYyZz

012345679Headlines are displayed in Dispatch bold at 14 pts.

Introductory paragraphs are displayed in Dispatch

condensed bold at 10 pts.

Section numbering is denoted in Dispatch con-densed regular at 10 pts.

The top of the stack is Stainless, regular weight. BOLD

BOLDERBOLDEST

The middle of the stack is Stainless, bold weight.

The bottom of the stack is Stainless, black weight.

The slab serif face best displays high priority elements on the page.

The First Read

The sans serif face make clear and direct statements in any size.

Making A Statement

DEFINING ATTRIBUTES


Too tightly cropped, only heavily bleeded off the page is appropriate.

Don’t turn the logo on its side or at any angle.

There are certain treatments to the mark that are no allowed because they ruin the statement the mark is intended to make.

UNSUITABLE MARKS .03

DEFINING ATTRIBUTES


Do not use any colors not in the declared palette.

Do not apply any kind of outline effect.

The letters never appear without the plus symbol.

The mark should never be outlined.

Do not apply any gradients to the mark.

Do not use a different color for each element.

DEFINING ATTRIBUTES


The business system is designed to extend the clear and bold statement of the brand’s soul. The plus symbol is translated into the graphic element which acts as a representation of the core of the partnership.

BUSINESS SYSTEM .04

DEFINING ATTRIBUTES


DEFINING ATTRIBUTES


DEFINING ATTRIBUTES




Manifestations

.04


MANIFESTATIONS



Smith + Wesson has prepared multiple devices and services to abet your mental capacities. Products such as the colognes and perfumes are specially formulated with testosterone extracts to subconsciously intimidate your target.

A new service we will provide is access to our exclusive database where you will find privileged information that can be used to your advantage. Everything from internal company documents to classified information will be at your fingertips. Access is made mobile with our smart phone app.

To round off this package, we will also offer training in the areas of logic and intuition. These areas include mental fitness as well as charisma and the power of influence.

You already have a top notch level of intellect, we have the tools to optimize its fire power.

THE MENTAL EDGE .04

Veteran members of the Smith + Wesson partner-ship are an invaluable source of expertise for training and product development.

MANIFESTATIONS


Exclusive database access

Influence & charisma training

Mental fitness training

Colognes & perfumes

Smart phone app

MANIFESTATIONS


Our brand extensions are rooted in enabling excellence in mental capacity. An invaluable counterpart is enabling our partners to take the upper hand in a physical capacity as well.

Products created for this benefit are specially engineered apparel and accessories. We have developed a collection of patented colors and patterns that are designed specifically to intimidate your target. Our accessories range from small items, such as cuff links, to larger, such as a car. Whichever item is needed for the correct first impression.

Training courses in perfecting posture, hand shake, eye contact, and other unspoken aspects of influence are provided. It is these components that make up the presence of authority that we strive for in the partnership.

Elevate your physical capabilities to match the caliber of your intellect.

THE PHYSICAL EDGE .04

All patterns and fabrics created for our apparel line are patented for exclusive use by our members.

MANIFESTATIONS


Engineered apparel

Body language masteryEngineered accessories

MANIFESTATIONS

The perfect handshake


MANIFESTATIONS


» ANDREW CARNEGIE

MANIFESTATIONS


THE RIGHT [RIDE] .04

Making an entrance is a primary step in taking the upper hand. Under our accessories line, you will find items large and small that will enable you to make the perfect first impression.

MANIFESTATIONS

78 THE SMITH+WESSON PARTNERSHIP PRIVILEGED


Designed with details in mind that communicate an air of confidence.

The highest grade in dura-bility, meant to stand up to the power of the engine.

Many parts are customiz-able and interchangeable to fit the taste of any target or situation.

MANIFESTATIONS

79BRAND STANDARDS & BENCHMARKSPRIVILEGED

Once a first impression is made, it is key to solidify your author-itative presence. Our apparel is designed to subdue targets once they have been engaged.

THE RIGHT [SUIT] .04

80 THE SMITH+WESSON PARTNERSHIP PRIVILEGED

The colors of the fibers are perfectly balanced to work in your favor.

Shirts are woven with special thread patterns virtually undetectable to the naked eye.

To complete the suit, an array of neck ties created with the same technol-ogy are available for your choosing.

81BRAND STANDARDS & BENCHMARKSPRIVILEGED


The full collection is appropriate for all occasions, professional to social.

High Caliber Apparel


The Model 99 is a piece designed to win affection in budding relationships.

First in the Magnum series, this suit was specially

designed for negotiations over mergers.

Smith + Wesson manages servers around the world which are a nearly endless supply of sensitive information. From internal documents of a competing company to the contents of the CEO’s glove box.

THE RIGHT [INFO] .04


There is no bandwidth limit for accessing the database and it is never down.

The database is expertly categorized for optimal speed in sourcing data.

Information for the data-base continues to grow by sourcing information from the expertise of members of the partnership.




The smart phone app is what makes the database accessible in any situation. It is voice sensitive and is capable of reorganizing itself to fit your personal preferences.

High Caliber

Quickly sort information and build files for later use or use voice commands for on-the-spot information.

SORT

Subject

Date of Entry

Author

x

search

+ -

Government Accounting Standards

SMITH + WESSON

Government Auditing Standards

Government Debt

April 2015

Sept 2016

June 2013

These commodities are traded across markets situated in different corners of the world through commodity exchanges such as New York Mercantile Exchange, the Chicago Board of Trade, the London Metal Exchange, etc. These exchanges consist of traders who are classified as hedgers and also speculators. Hedgers are actual manufacturers or farmers who want to sell their commodities at a guaranteed price, so that they are insulated against any price fall or fluctuations in the market.

+ -

The services provided by Smith + Wesson will complete the picture in the quest for the upper hand. Both physical as well as mental training will transform the way you carry yourself and how you are perceived by others.

THE RIGHT [MOVES] .04


Arms hung confidently at one’s side are not overly welcoming but also not appearing defensive.

The perfect upright pos-ture signifies confidence.

A strong hand shake is an important element in clos-ing and opening conversa-tions on a high note.



Those ready to attempt the examinations are now directed to the Smith + Wesson headquarters. See you at the top.

YOU MAY BEGIN .04

MANIFESTATIONS


Documents

Smith+Wesson Rebrand