Smart Range AGA Specialists
Brief from client
Smart Range is a specialist AGA restoration and refurbishment company working across Surrey, Kent, Sussex and London. We dismantle, restore, re-enamel, re-insulate and convert classic AGA cookers, bringing older cast-iron models up to modern standards.
Our work combines traditional craftsmanship with contemporary engineering.
Brand Positioning
Smart Range sits between heritage and innovation. We want the logo to express:
Professional craftsmanship
Respect for heritage British engineering
Precision and technical skill
A modern, clean approach to restoration and electrical conversion
We are not a “retro” brand, and we do not want a nostalgic or overly decorative style. The logo should instead reflect the way we work: careful, skilled, reliable, and modernising something timeless.
Audience
Homeowners with existing AGA cookers
People inheriting an old AGA when buying a house
Customers seeking refurbishment, re-enamelling or electric conversion
High-end, design-conscious clients
People who value longevity and craftsmanship
Logo Requirements
Style
We are looking for a logo that blends:
Heritage cues from classic British engineering and cast-iron manufacturing
Modern, minimal design to represent efficiency, updated systems and clean workmanship
Avoid vintage flourishes, ornate illustrations or anything nostalgic for nostalgia’s sake.
Typography
Strong, engineered, confident
Clear and timeless
Should hint at craftsmanship without feeling old-fashioned
Sans serif or slab serif both acceptable if handled with restraint
Symbol / Mark (optional)
A symbol is not essential, but if included it should:
Reflect precision engineering or cast-iron construction
Possibly reference heat, structure, or the distinctive AGA form
Be geometric and simple enough to emboss, engrave or enamel onto metal surfaces
No flames, no cartoon imagery, and nothing visually “domestic appliance”.
Colour Palette
Mostly black, charcoal, or dark grey
Optional accent colours could include: deep heritage green, enamel cream, or muted metallic tones
Colours must work in both monochrome and single-colour applications (important for enamel and metal use)
Usage
The logo must work across:
Website and digital media
Van livery
Uniforms
Enamel markings, badges or stencils
Printed documentation
Social media profiles
It needs to scale clearly at both small and large sizes.
Overall Tone
Skilled
Trusted
Hands-on
Modern
Approachable but highly professional
Deliverables
Primary logo
Secondary logo or horizontal lockup
Optional symbol / icon
Black, white and colour versions
Vector files (AI / EPS / SVG) plus PNGs
Basic usage guidelines (spacing, minimum size, colour values)
Comapny Website: https://smartrange.co.uk
Logo Rationale
The Smart Range logo has been designed to reflect the character of the business: a company rooted in traditional craftsmanship, working with heritage AGA cookers, while bringing modern engineering and contemporary standards to every refurbishment and conversion.
A nod to heritage craftsmanship
The typography and structure of the logo take cues from classic British engineering marks. The proportions and layout give a subtle sense of solidity and workmanship, echoing the cast-iron construction and longevity of AGA cookers. It communicates that this is a hands-on, specialist trade, not a generic appliance service.
Modern sensibilities and clean engineering
Alongside this, the logo is deliberately clean and minimal. The simple forms and balanced spacing bring a contemporary feel, signalling that Smart Range is not just about preserving the past, but improving it. The business works with modern electric systems, efficient insulation and updated components, so the logo needs to feel current and precise — not vintage for the sake of nostalgia.
Heritage, preserved and improved
The combination of traditional cues with modern clarity mirrors the work Smart Range carries out every day. Older AGA cookers are dismantled, restored and rebuilt with care, maintaining their original charm while upgrading them to perform better, run efficiently and meet today’s expectations.
The logo sits comfortably in that same space: grounded in heritage, but forward-looking.
Built to last
Just like an AGA, the logo has been created with longevity in mind. Its simple geometry and restrained detail ensure it will scale cleanly across enamel badges, vans, uniforms and digital platforms. It avoids trends in favour of a timeless, reliable aesthetic.
Find out more about the company at https://smartrange.co.uk
