Smart Devil

From Magic to Flash

China possesses the world's largest and rapidly growing electronics market, with billions of users in the realm of smart devices. The market scale and development prospects behind it have captured global attention. As the most influential high-tech brand in China, Smart Devil combines research, design, and manufacturing of 3C digital accessories. It stands out from the competition through its exquisite technological craftsmanship and formidable development capabilities, earning the recognition and trust of millions of consumers.

The development of Smart Devil signifies a certain degree of transformation within the consumer electronics industry.The redefined Smart Devil is not only disruptive but also visionary. We have shifted the brand's visual focus from "magic" to "flash," replacing the previous descriptions related to "magic" with a more professional and futuristic lightning motif. Consumer electronics products often embody a strong sense of the times and are a part of urban trend culture. This technology-driven aesthetic, which we define as "urban functionality," goes beyond design forms and represents an explicit elevation of the brand's spirit. It stirs consumers' desire for technology and their aspirations for the future.

The Smart Devil logo is composed of two horizontally aligned lightning bolts, forming an overall S-shaped structure that corresponds to the initials "S" of the brand's English name, "Smart Devil." Through precise calculations of positive and negative space, the logo achieves a minimalistic and stable design, while the balanced relationship between light and dark perfectly embodies the concept of "flash." In the planning of the visual system, the application of the logo and the layout logic of typography are considered as a cohesive whole. The relationship between the logo graphic and the text directly influences the overall composition, aiming to integrate the logo with the content rather than treating it as an isolated visual element. The precise layout, rigorous visual system, and sleek logo design form the foundation and core of Smart Devil's urban functionality visual style. Smart Devil does not pursue individuality for the sake of it, nor does it chase differentiation just for the sake of being different. Smart Devil is committed to exploring the possibilities of technology and craftsmanship, embracing the future with a cautious yet proactive attitude. The brand design of Smart Devil embodies this very concept.

ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Hu Wen / Xu Mingru / Han Lu / Wen Di
YEAR: 2022
CLIENT: Smart Devil