Paul Smith can be characterized as progressive. It wants to surprise the user and tickle its sense for imagination and beauty.
Paul Smith can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
Paul Smith can be characterized as energetic. It wants to evoke tranquility and individuality. It wants to meet its users’ need for silence and simplicity. Use of it enables its users to contemplate.
Paul Smith can be characterized as tolerant. Its appearance casts a balance between bold and caring. It wants on the one hand enforce its design to the user and on the other meet its user’s needs.
Paul Smith can be characterized as nervous. The brand’s overall impression is more busy than it is quiet. It seems to come best into its own, in a stimulus-rich environment.