The iconic British paper company GF Smith has revealed an electrifying new identity crafted by cause-driven creative agency TEMPLO. With an eye on the future and a nod to its rich heritage, this bold rebrand encapsulates the brand’s vibrant spirit, creative ambition, and deep-rooted community values. The reimagined identity was unveiled at a spectacular launch event in Shoreditch, hosted by Protein.
The transformation marks GF Smith’s first major branding evolution since 2014, driven by the need to connect with an ever-evolving global creative landscape. In collaboration with TEMPLO, the company embarked on a comprehensive journey to rediscover its core values: humanity, creativity, optimism, and community.
Breaking New Ground in Creative Paper
The fresh visual identity features a playful and dynamic omni-directional logo inspired by the company’s innovative ethos. A bespoke sans-serif typeface, GF Smith Homie by Blaze Type, lends versatility and warmth to the brand's visuals. With a vivid, high-contrast colour palette drawn from its legendary Colorplan collection, the new look encapsulates GF Smith’s mission to inspire creators around the world.
“We wanted a rebrand that not only reflects who we are today but also speaks directly to the next generation of creators,” said Ben Watkinson, Global Brand Director at GF Smith. “This new identity is a celebration of our enduring passion for paper and our commitment to community and creativity.”
Innovative Collaborations and Global Impact
Beyond aesthetics, the rebrand underscores GF Smith’s growing commitment to social responsibility with the establishment of the GF Smith Charitable Trust, which will provide grants, training, and materials to young creatives across the UK. Exciting merchandise collaborations with sustainable brands Nalgene and Pangaia will contribute directly to the Trust, reaffirming the company's commitment to making a positive impact.
A Digital Experience Rooted in Tactility
Alongside the rebrand, GF Smith has launched a new immersive website crafted by creative technology consultancy Made by ON. Seamlessly blending the physical essence of paper with cutting-edge digital design, the platform offers an inspiring hub for creatives to engage with GF Smith’s offerings and insights.
Looking Forward
The rebrand is set to make waves with a series of events across London, Manchester, Glasgow, and international locations in early 2025. With TEMPLO’s strategic vision, GF Smith has transformed into a dynamic, future-facing brand poised to captivate the creative community for years to come.
