For over 100 years, GF Smith has been a renowned name in the premium paper world, deeply ingrained in the creative industries. They have supplied generations of designers, artists, and makers with high-quality paper stocks. However, even established brands must adapt to changing times.
TEMPLO, a design studio, was tasked with reimagining GF Smith’s identity for a new era characterized by fluidity, inclusivity, and a bold departure from tradition. This new identity moves away from the previous monochrome aesthetic and heritage-focused narrative to embrace color, movement, and a more human touch.
The redesigned identity is not only meant to last but also to be adaptable in a world where brands need to thrive in both digital and physical spaces.
TEMPLO’s collaboration with GF Smith began with uncertainty about aligning their cause-led approach with the brand’s heritage. However, as conversations progressed, it became evident that GF Smith was open to radical change and shaping the future of the creative sector.
Rather than following a predefined brief, GF Smith and TEMPLO co-created the brand strategy through workshops and discussions about the company’s legacy, goals, and challenges.
The previous identity, designed in 2014, was respected in the design world but no longer reflected GF Smith’s values and ambitions as they evolved. The new identity aims to be dynamic, colorful, and speak to the current creative community and the next generation.
One focus was to strengthen the connection between GF Smith and its sub-brands, especially Colorplan, to create a more cohesive brand experience. To strengthen this connection, Colorplan was subtly renamed as ‚GF Smith Colorplan‘.
The strategy behind the visuals was centered around a new logo designed by TEMPLO. The logo, designed for movement, balance, and adaptability, aimed to infuse GF Smith’s visual identity with energy, warmth, optimism, and a human spirit. The removal of the ‚1885 onwards‘ tagline and the introduction of a custom typeface were bold changes that aimed to make the brand more approachable and global.
Color has always been a core element of GF Smith’s identity, and the rebrand highlighted this by sourcing the entire brand palette from the Colorplan collection. The digital presence was also revamped to reflect the tactile beauty of paper.
The rebrand extended to a new brand film, The Portal Film, which embodies the ethos of the GF Smith Charitable Trust. Despite some pushback from those who preferred the heritage-focused narrative, the rebrand aimed to position the company for the future while staying true to its creative heart.