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Smith Celebrates 50th Anniversary By Launching New Brand Identity

KETCHUM, ID (January 5, 2015) – In 1965, Dr. Bob Smith, orthodontist and original ski bum, developed the first sealed thermal lens and breathable vent foam goggles so he could get a few more powder runs on days when everyone else had to go indoors. With our golden anniversary celebration in 2015, SMITH stays true to its vision of pioneering advanced products to fuel fun beyond walls, creating innovations that amplify awesome, and crafting gear where every detail makes a difference.

Our vast heritage of product innovation has formed who we are as a brand today. SMITH first revolutionized the outdoor experience through the introduction of the first interchangeable lens system for sunglasses and snow goggles then quickly took fog-free goggle technology to the next level with the launch of two new ventilation systems for seamless goggle/helmet integration. Over the next few years, SMITH developed the world’s largest eco-friendly sunglass collection. Most recently we created the most scientifically advanced polarized lens technology, ChromaPop™, while simultaneously creating a dramatically new approach to ventilation and protection in snow and bike helmets through the use of Aerocore™ technology.


Taking 50 years of heritage to inform the next 50 years of innovation, SMITH is dedicated to making products that authentically empower thrill seekers and modern explorers in snow, bike, fish, surf, peak performance outdoor adventure and more.

As a declaration to our future progress, we are proud to announce the new visual identity of SMITH. Following a refined brand platform that modernizes our beliefs, values, and who we stand for, SMITH will re-launch our entire product range in January 2015 with a new logo and brand presentation. With clean, modern and refined letterforms, the updated logo hearkens back to our original identity and speaks to the fundamental tenets of our brand: performance, movement, and essential design.

Smith Optics

Throughout the year, SMITH is globally rolling out its new visual identity across in-store visuals, consumer and trade advertising, updated website and new product packaging in addition to product logo updates on goggle straps, snow and bike helmets, lifestyle and performance sunglasses and ophthalmic eyewear.

The new SMITH identity represents the forward movement of an iconic brand rooted in the great outdoors. From sand to snow, SMITH continues to blend clean style into products tuned for thrilling experiences, while maintaining an inclusive and dynamic personality. To us, the experience really is everything and thus it’s ALL about friends on a powder day. Here’s to one hell of a good time for the next 50 years.

Congrats Guys! Here’s to 50 more.


One Response to “Smith Celebrates 50th Anniversary By Launching New Brand Identity”

  1. Justin M. says:

    Smith makes great products. The ski goggles and ballistic shades are top notch!