Cooper Carry's brand team developed the Smoke barbecue restaurant brand for the new dining facilities at Hitt Hall at Virginia Tech. This dining hall outlet will feature smoked meats, so Cooper Carry developed the Smoke concept referencing the misty hills of Blacksburg and great Virginia barbecue. The logo is a wordmark instantly recognizable as a meat smoker. The letter "K" extends beyond the frame of the meat smoker where the smoke escapes. The type is modern and has a strong vertical presence that draws attention. A secondary badge logo was designed to reflect a traditional barbecue sauce label with the clever tagline of "Meat me at SMOKE."
Hitt Hall will feature a 600-seat full-service multivenue dining facility on two floors of the building’s west wing, flexible general assignment classrooms on the third floor, and open collaboration zones throughout. The dining capacity added by Hitt Hall, with its nine distinct dining venues, will increase and more evenly distribute dining services for students, faculty, and staff on the Blacksburg campus. The building, designed by Cooper Carry, will provide an expanded physical presence for the Myers-Lawson School of Construction - a joint collaboration between the College of Architecture and Urban Studies and the College of Engineering - as well as a unique two-story Innovation Lab providing program opportunities for temporary and large-scale student-based projects.