The Smoot Standard honours a local legend of MIT who, while laying down, used his height to measure the length of the Harvard Bridge.

A new international unit of measurement was born.

In 1958, M.I.T students measured the length ofthe Harvard Bridge using Oliver R. Smoot’s body.It was 364.4 Smoot's long. Ollie Smoot became famous within M.I.T and the Cambridge area, with "the smoot" unit of length being recognised by Google as a usable standard of measurement.

The Smoot Standard honours this historic event and the local legend that started it. The cafe bar is situated in the heart of Cambridge, only 945 smoots away from the M.I.T building.

OurFriends agency created a brand identity for The Smoot Standard for in Cambridge, MA.

The Smoot Standard:

An unconventional measure.

A new international unit of measurement was born.

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