Smiley Monroe, 'The Giants of Belting', has unveiled a new brand identity this month, marking a statement of intent and continued commitment to the conveyor belt maker's growth plan.
The Lisburn, Co. Antrim, Northern Ireland-headquartered manufacturer supplies Endless Conveyor Belts and Cut Rubber and Plastic Parts to a diverse range of industry sectors globally, including crushing, screening, recycling and road construction, and is set to further expand its operation in the coming months.
Comprising a new geometric brandmark to accompany the unchanged wordmark, the new logo has its origins in the hexagon, the chemical structure of vulcanised rubber and a recognised symbol of Northern Ireland where the company was founded in 1979. The shape is a nod to the hexagonal basalt columns of the Giants Causeway – an iconic landmark on the country’s North Coast and the inspiration behind the ‘Giants of Belting’ moniker. The highlighted ‘peaks’ show how the hexagon has evolved in an upward and outward trajectory, reflecting Smiley Monroe’s growth and global expansion over the past 45 years. The solid shape creates an angular ‘s’, while the two peaks on the silhouette mimic the chevron pattern found on a conveyor belt.
The Smiley Monroe Group has expanded its operations significantly in the last decade, with new manufacturing plants opening in India (2013) and Kentucky, USA (2020) following the successful blueprint of the company’s HQ in Northern Ireland. The company solidified its future ambition in 2022 by launching its mission statement – ‘to revolutionise belt conveying’. With strong foundations in place, updating Smiley Monroe’s visual identity is the outward expression of the company’s evolution and future plans.
With a growing business in new sectors such as recycling and agriculture and new locations to be announced in 2025, Smiley Monroe is well on route to fulfilling their vision to be number one in the belt conveying world. The company’s soon-to-be-launched ‘Giant Leap’ ESG Strategy marks Smiley Monroe’s commitment to people and the planet and the goal to be the number one supply chain partner in terms of sustainability.
Aimee McCracken, head of marketing at Smiley Monroe Group, said: “At Smiley Monroe, we’ve always been focused on doing things differently and working collaboratively with our customers to drive innovation. These values have driven our success globally, and following the launch of our Mission Statement, it felt like the right time to evolve our brand identity and mark the beginning of the next chapter.
“The brief given to our brand partners was to protect the heritage and equity in the Smiley Monroe name whilst reflecting the company’s evolution. Keeping the wordmark acknowledges that our culture, values and commitment to our customers remain steadfast. The addition of the brandmark speaks to our pride in our roots in Northern Ireland and reflects our purpose and mission going forward. We’re delighted with the result and how it has been received by our employees and stakeholders. We look forward to rolling it out across our current and future locations.”
