There are contrasting visual techniques employed throughout Smets branding that simultaneously give the shop a clean and controlled look, as well as a spontaneous one. It all comes down to the differences between the rendering of the text and the graphic enhancement.
Coast Agency of Belgium spells out the brand name in fine block letters that appear to have been printed by means of stenciling. They're crisp and clean and completely within the lines, and the same can be said of the emblems on the shopping bags that reference the business's merchandise.
You will see, however, that Smets branding incorporates splashes of color, as if from streaks of spray paint. These give the image an offhand element that catches the eye with apparent abstraction and vibrance.
Broken Symbol Branding
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