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THE SMITH+WESSON PARTNERSHIP
BRAND STANDARDS & BENCHMARKS
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THE SMITH+WESSON PARTNERSHIP
BRAND STANDARDS & BENCHMARKS
» VICTOR HUGO
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THE SMITH+WESSON PARTNERSHIP
BRAND STANDARDS & BENCHMARKS
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THE SMITH+WESSON PARTNERSHIP
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BRAND STANDARDS & BENCHMARKS
CONTENTS
BANG BANG BANG
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FOCUS REVIVE RECRUIT
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SPECS KEYS GUTS
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BRAINS BALLS SWAG
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Introducing the Brand
Moving Forward
Defining Attributes
Manifestation
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THE SMITH+WESSON PARTNERSHIP
BRAND STANDARDS & BENCHMARKS
.01
Introducing the Brand
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THE SMITH+WESSON PARTNERSHIP
LEGACY
.01
In 1852, Smith + Wesson joined forces to create a more powerful handgun. 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 shooters 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 continuing to manifest and evolve. It has untold potential to grow far beyond the original device, until now.
INTRODUCING THE BRAND
The mark of a great idea is that it has legs to carry itself beyond its original inception.
BRAND STANDARDS & BENCHMARKS
Until now, the original Smith + Wesson logo has remained unchanged since the formation of the partnership.
INTRODUCING THE BRAND
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THE THE SMITH+WESSON SMITH+WESSON PARTNERSHIP PARTNERSHIP
TRAJECTORY
.01
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.
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Horace Smith and Daniel Wesson of marketing a lever action repeating pistol that could use a fully self-contained cartridge.
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.
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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 available in the world.
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 Magnum, was introduced in 1935.
INTRODUCING THE BRAND
STANDARDS & BENCHMARKS BRANDBRAND STANDARDS & BENCHMARKS
.56
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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.
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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.
INTRODUCING THE BRAND
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THE SMITH+WESSON PARTNERSHIP
INTRODUCING THE BRAND
BRAND STANDARDS & BENCHMARKS
» SIR ISAAC NEWTON
INTRODUCING THE BRAND
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THE SMITH+WESSON PARTNERSHIP THE SMITH+WESSON PARTNERSHIP
INTRODUCING THE BRAND
BRAND STANDARDS & BENCHMARKS BRAND STANDARDS & BENCHMARKS
INTRODUCING THE BRAND
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THE SMITH+WESSON PARTNERSHIP
MOVING FORWARD
BRAND STANDARDS & BENCHMARKS
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Moving Forward
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
WE WERE
.01
Smith + Wesson have played an instrumental role in the evolution of mankind’s pursuit for power. 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.
The earliest ape species were tree dwellers and did not walk long distances bipedally.
MOVING FORWARD
Australopithecus afarensis was the first known ‘ape man’. It was a relative of the chimpanzee and walked upright.
BRAND STANDARDS & BENCHMARKS
Homo habilis was reputedly the first known species of our genus and likely used simple tools such as stones.
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 techniques that transformed the human way of life.
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.
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
WE ARE
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The focus has shifted from perfecting the gun to perfecting the idea. 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.
The majority of mankind today falls into the genus Generalis Publicus, and only function at 25% of their potential capacity.
MOVING FORWARD
A smaller sub species, Mentalis Opendus, has few ideas of his own but is receptive to others.
BRAND STANDARDS & BENCHMARKS
Talkis Gratuitus is the most long winded species. He excels in quantity of ideas but suffers in quality.
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.
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
A Missed Target The former image of Smith + Wesson is wrought with missed opportunities and unsubstantiated attempts to exert control.
MOVING FORWARD
BRAND STANDARDS & BENCHMARKS
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
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THE SMITH+WESSON PARTNERSHIP
The New Face of the Partnership 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.
MOVING FORWARD
BRAND STANDARDS & BENCHMARKS
Authority is sensed and echoes in a room.
Form is no longer an afterthought.
Invaluable conquests are earned.
Sources of power are unexpected.
MOVING FORWARD
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THE THESMITH+WESSON SMITH+WESSONPARTNERSHIP PARTNERSHIP
MOVING FORWARD
BRAND STANDARDS & BENCHMARKS
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
PAYING HOMAGE
.01
The former Smith + Wesson mark served a steady purpose over the years. 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.
MOVING FORWARD
Embracing qualities from the past is a strategic move to keep the foundation strong for the future.
BRAND STANDARDS & BENCHMARKS
The shape of the serifs will be translated These stars will evolve into a new functional element
The form and union of the letters will be reimagined
Overall, the former mark is bold but not yet brazen.
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
THE NEW AUTHORITY
.01
The new mark draws nuance from our history and boasts confidence in a new era. 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.
MOVING FORWARD
The new mark is the perfect balance of old and new, a powerful statement that transcends time.
BRAND STANDARDS & BENCHMARKS
SMITH + WESSON
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
ELITE PARTNERSHIP
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We are forming a team of the best and brightest modern society has to offer. 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.
MOVING FORWARD
Entrance into the partnership is rigorous process that demands the utmost mental fitness.
BRAND STANDARDS & BENCHMARKS
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
PRIVILEGED
Smith + Wesson Testing Facilities This is the main examination room at the Smith + Wesson headquarters in Massachusetts. MOVING FORWARD
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
THE UNDERDOGS
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Under the radar talent and hunger for the upper hand are traits in our ideal candidates. 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.
MOVING FORWARD
Smith + Wesson leave no stone unturned in the selection process.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
The Beta Male 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.
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
PRIVILEGED
The Inventor
The Closet Genius
The Junior Assistant Vice President
This person has a love for gadgets and technology and can fix or build just about anything. They are highly intelligent 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.
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.
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.
MOVING FORWARD
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
While strength is numbers is key, quality over quantity is top of mind.
The New Hire
The Basement Programmer
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 supervisors. They are seeking ways to stand out among the crowd and want gain new ground and be able to influence others.
This person could rule the world if they could only move out of mom’s basement. 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.
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
MOVING FORWARD
PRIVILEGED
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BRAND STANDARDS & BENCHMARKS
» FIRE AWAY
MOVING FORWARD
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THE SMITH+WESSON PARTNERSHIP
PRIVILEGED
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BRAND STANDARDS & BENCHMARKS
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Defining Attributes
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THE SMITH+WESSON PARTNERSHIP
MAKING THE MARK
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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.
DEFINING ATTRIBUTES
Until now, the original Smith + Wesson logo has remained unchanged since the formation of the partnership.
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BRAND STANDARDS & BENCHMARKS
The new mark is 16.2x wide and 10.5x tall, the tagline is 10.6x in relation to the mark
45째
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
HEAD ROOM
PRIVILEGED
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The mark requires a space of 2x on each side when placed in composition with other elements.
DEFINING ATTRIBUTES
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Play the Right Hand The mark works as a complete package when teamed up with the tagline but it and the tagline can also stand on their own.
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 names can also be placed to the right of the mark with a space of 2x between.
The names may also stand one their own.
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
MAGNITUDE
PRIVILEGED
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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.
3 3/4 inch mark
DEFINING ATTRIBUTES
Smallest acceptable size, for business cards and the like. Must appear in black.
PRIVILEGED
7/8 inch mark
2 inch mark
BRAND STANDARDS & BENCHMARKS
15 1/8 inch mark
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
THE ENTOURAGE
PRIVILEGED
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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 plus sign cements the two parts and leads with the S.
The W is second in command but of equal clout.
DEFINING ATTRIBUTES
This is the first initial, S, is the leader.
The split W is united by being displayed in a consistent color.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
A United Front The mark can be presented under one unifying color when direct statements are necessary.
Heat
Carbon
Warm Gun
A Dynamic Partnership When order is necessary, the mark can appear be sounded off with the ‘S’ emerging as leader.
Carbon precedes Warm Gun
Warm Gun precedes Smoke
Heat precedes Carbon
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
APPOINTED PALETTE
PRIVILEGED
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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.
HEAT
Pantone 1805 CMYK 0 /90 /100 /25 // RGB 190 /50 /25 HEXIDECIMAL BF301A
DEFINING ATTRIBUTES
WARM GUN
Pantone 405 CMYK 0 /10 /35 /70 // RGB 105 /95 /75 HEXIDECIMAL 695E4A
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Secondary Colors These colors follow the same mantra as the others. They are an extension of the idea of the experience of firing a gun.
SMOKE
CARBON
Pantone 402 0 /10 /35 /70 105 /95 /75 BBB2A4
Pantone 405 0 /0 /0 /100 0 / 0/ 0 231F20
FLARE
FUSE
Pantone 137 0 /35 /90 /0 250 /175 /50 FCB034
Pantone 128 0 /10 /65 /0 255 /220 /115 FFDF74 DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
TYPEFACES
PRIVILEGED
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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 Dispatch and from it, Stainless was born.
Dispatch font family. It is selected for its bold and industrial presence on the page, as Highsmith designed it to feel.
DEFINING ATTRIBUTES
Body text is displayed in Stainless light at 8 pts while captions, like this one are displayed at 7 pts.
Stainless font family. This font is an extension of Highsmith’s original concept and is a natural partner for Dispatch.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
The First Read The slab serif face best displays high priority elements on the page.
Headlines are displayed in Dispatch bold at 14 pts.
Introductory paragraphs are displayed in Dispatch condensed bold at 10 pts.
AaBbCcDdEeFfGg HhIiJjKkLlMmNn OoPpQqRrSsTtUu VvWwXxYyZz
Section numbering is denoted in Dispatch condensed regular at 10 pts.
012345679
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWw XxYyZz
Making A Statement The sans serif face make clear and direct statements in any size.
The top of the stack is Stainless, regular weight.
The middle of the stack is Stainless, bold weight.
The bottom of the stack is Stainless, black weight.
BOLD BOLDER BOLDEST DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
UNSUITABLE MARKS
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There are certain treatments to the mark that are no allowed because they ruin the statement the mark is intended to make.
Too tightly cropped, only heavily bleeded off the page is appropriate.
DEFINING ATTRIBUTES
Don’t turn the logo on its side or at any angle.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Do not use any colors not in the declared palette.
The mark should never be outlined.
Do not use a different color for each element.
Do not apply any kind of outline effect.
Do not apply any gradients to the mark.
The letters never appear without the plus symbol.
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
BUSINESS SYSTEM
PRIVILEGED
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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.
DEFINING ATTRIBUTES
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
DEFINING ATTRIBUTES
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THE SMITH+WESSON PARTNERSHIP
DEFINING ATTRIBUTES
PRIVILEGED
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BRAND STANDARDS & BENCHMARKS
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THE SMITH+WESSON PARTNERSHIP
PRIVILEGED
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BRAND STANDARDS & BENCHMARKS
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Manifestations
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THE SMITH+WESSON PARTNERSHIP
MANIFESTATIONS
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BRAND STANDARDS & BENCHMARKS
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THE SMITH+WESSON PARTNERSHIP
THE MENTAL EDGE
PRIVILEGED
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You already have a top notch level of intellect, we have the tools to optimize its fire power. 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.
MANIFESTATIONS
Veteran members of the Smith + Wesson partnership are an invaluable source of expertise for training and product development.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Exclusive database access
Colognes & perfumes
Smart phone app
Influence & charisma training
Mental fitness training
MANIFESTATIONS
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THE PHYSICAL EDGE
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Elevate your physical capabilities to match the caliber of your intellect. 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.
MANIFESTATIONS
All patterns and fabrics created for our apparel line are patented for exclusive use by our members.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Engineered apparel
Engineered accessories
Body language mastery
The perfect handshake
MANIFESTATIONS
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MANIFESTATIONS
PRIVILEGED
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
» ANDREW CARNEGIE
MANIFESTATIONS
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THE THE SMITH+WESSON SMITH+WESSON PARTNERSHIP PARTNERSHIP
THE RIGHT [RIDE]
PRIVILEGED
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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
PRIVILEGED
BRAND STANDARDS STANDARDS & & BENCHMARKS BENCHMARKS BRAND
The highest grade in durability, meant to stand up to the power of the engine.
Designed with details in mind that communicate an air of confidence.
Many parts are customizable and interchangeable to fit the taste of any target or situation.
MANIFESTATIONS
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THE SMITH+WESSON PARTNERSHIP
THE RIGHT [SUIT]
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Once a first impression is made, it is key to solidify your authoritative presence. Our apparel is designed to subdue targets once they have been engaged.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
Shirts are woven with special thread patterns virtually undetectable to the naked eye.
The colors of the fibers are perfectly balanced to work in your favor.
To complete the suit, an array of neck ties created with the same technology are available for your choosing.
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THE SMITH+WESSON PARTNERSHIP
High Caliber Apparel The full collection is appropriate for all occasions, professional to social.
PRIVILEGED
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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.
BRAND STANDARDS & BENCHMARKS
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THE RIGHT [INFO]
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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.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
The database is expertly categorized for optimal speed in sourcing data.
There is no bandwidth limit for accessing the database and it is never down.
Information for the database continues to grow by sourcing information from the expertise of members of the partnership.
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THE SMITH+WESSON PARTNERSHIP
PRIVILEGED
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
High Caliber 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.
Quickly sort information and build files for later use or use voice commands for on-the-spot information.
search
SORT
x SMITH + WESSON
Subject
Government Accounting Standards
Date of Entry
April 2015
Government Auditing Standards
Author
+
+
Sept 2016
-
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.
Government Debt June 2013
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THE SMITH+WESSON PARTNERSHIP
THE RIGHT [MOVES]
PRIVILEGED
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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.
PRIVILEGED
BRAND STANDARDS & BENCHMARKS
The perfect upright posture signifies confidence.
Arms hung confidently at one’s side are not overly welcoming but also not appearing defensive.
A strong hand shake is an important element in closing and opening conversations on a high note.
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THE SMITH+WESSON PARTNERSHIP
YOU MAY BEGIN
PRIVILEGED
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Those ready to attempt the examinations are now directed to the Smith + Wesson headquarters. See you at the top.
MANIFESTATIONS
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BRAND STANDARDS & BENCHMARKS
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