KETCHUM, Ind.—Founded in 1965 by Dr. Bob Smith, Smith Optics started when the then-orthodontist and ski fanatic wanted to hit the slopes on days when everyone else had to go indoors. Determined, he created the first sealed thermal lens and breathable vent foam goggles and went on to grow a company that introduced the first interchangeable lens system for sunglasses and snow goggles. It’s now famous for its innovative outdoor adventure gear.

With a 50 year-heritage under its belt, Smith, wholly-owned by Safilo, is celebrating its half-century anniversary by relaunching their entire product range with a new logo and brand presentation, including a new visual identity. “The updated logo hearkens back to our original identity and speaks to the fundamental tenets of our brand: performance movement, and essential design,” the company said.

With rebranding underway, Smith is updating its visual identity across in-store visuals, consumer and trade advertising, updated website and new product packaging. Goggle straps, snow and bike helmets, lifestyle and performance sunglasses and ophthalmic eyewear will also be rebranded with product logo updates.

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