Winged Tiger on the Loose

Established in 1920 in the UK, where their first vehicles were “milk floats” deployed by dairies for deliveries in London, Smith Electric Vehicles is one of the leading manufacturers and marketers of zero-emission commercial electric vehicles, specializing in trucks for corporate fleets to companies like PepsiCo’s Frito-Lay division, Coca-Cola, and Staples. Smith was launched in the US in 2008 and in 2011 the American corporation purchased the UK parent company and in order to establish a consistent global brand, Smith introduced a new identity in November, designed by San Francisco, CA-based Strohl. One of the original “milk floats” from the 1940s-50s (shown repurposed as a food truck). The resulting brandmark, a winged tiger, communicates the core values of