SmithGroupJJR will now go by SmithGroup. The 165-year-old integrated design firm says it has introduced a new visual identity and a simplification of its name.

“It is time to change how we represent ourselves to better communicate to the world the values and vision of our firm,” said Mike Medici, president and managing partner, SmithGroup. “SmithGroup has grown exponentially over the last decade, offering more services in more markets across more geographies than ever before. Simultaneously, the building industry and our clients’ own industries have experienced rapid advancement and disruption. We are redefining the SmithGroup brand to ensure our continued success.”

SmithGroup officials also said the firm is realigning its vision, purpose, and values under the promise to “Design a Better Future.” With this in mind, SmithGroup says it is committed to achieving four key goals: Integrated to maximize design thinking; future focused to anticipate design challenges; innovating with new design and delivery methods; and redefining design excellence.

As part of its new brand identity, SmithGroup has simplified its name to better represent the firm's new mission and legacy. The continued use of Smith honors the firm's original founder Sheldon Smith. According to the company, the use of Group, knitted directly to Smith without a space, signals the firm’s multidisciplinary yet unified practice in mission, purpose, and voice.

“While our name may sound common, the SmithGroup name actually demonstrates our longstanding commitment to integrated design and innovation,” says marketing director, Laura Matter, CPSM, LEED AP. "Our research has shown that our clients and industry partners think of us as a firm with deep technical expertise. But we are also a premier design firm, more than capable of delivering both the most complex commissions while also creating the most iconic and evocative designs."

The company has also launched a new website at

"Today we commence the greatest journey our firm has yet undertaken," says Medici. "Our promise is to design a better future for ourselves, for our clients, for our communities, and for the world.”