Renowned UK paper supplier GF Smith launched a vibrant new visual identity, crafted by cause-led branding agency TEMPLO.
The rebrand, aimed at expanding the company’s international reach and resonating with the next generation of creatives, includes a dynamic logo, a refreshed brand architecture, and a tactile online experience.
The new look marks GF Smith's first major branding overhaul in over a decade.
As the company plans for global growth, the updated identity reflects its core values of creativity, community, and sustainability.
The omni-directional logo, symbolizing the company's lively, inclusive spirit, represents a shift away from traditional branding in the paper industry.
In a statement exclusive to DesignRush, GF Smith Global Brand Director Ben Watkinson shared the excitement of the rebrand's reveal.
"Seeing the brand positioning and identity come together was an exhilarating moment. The moment we saw it presented graphically was liberating — it felt like we were being shown who we truly were.”
Collaborating closely with GF Smith’s team, TEMPLO created a branding strategy rooted in the values of optimism and creativity, which are vital to GF Smith’s ethos.
Anoushka Rodda, co-founder and managing director of TEMPLO, shared how they’ve evolved and elevated the brand, infusing it with energy, color, playfulness, and positivity.
“By strategically engaging and listening to both internal and external voices, we uncovered the core values of humanity, optimism, creativity, and community that define the GF Smith brand, as well as the gently radical spirit that animates it.
The result is a vibrant brand positioning and architecture, and a new visual identity rooted in these principles, which invite audiences to discover the warmth, character, and social conscience that has always been at the heart of GF Smith.”
Great branding goes beyond visually pleasing aesthetics. It shapes perceptions, builds connections, and inspires creativity.
GF Smith's rebrand achieves all of this with bold authenticity, positioning the company to resonate with both long-time clients and a new generation of design-forward audiences.
GF Smith for a Cause
GF Smith’s new identity underscores its deep commitment to supporting creative education.
Through the GF Smith Charitable Trust, the company aims to break down barriers for aspiring creatives in the UK.
Additionally, the refreshed look introduces new, sustainable products, including a wearable Colorplan carabiner swatch showcasing eco-friendly materials like recycled paper.
The rebrand will debut through a series of events across London, Manchester, and Glasgow, with international events planned for early 2025.
GF Smith’s new identity, promises to enhance the company’s engagement with creatives globally while supporting the growth of its innovative paper products.
GF Smith’s rebrand is a smart move for a company looking to grow without losing what makes it unique.
By focusing on creativity and sustainability, GF Smith makes sure it remains relevant while staying true to its roots.
However, not all rebrands land smoothly. Last year, Jaguar’s "Copy Nothing" rebrand faced backlash for straying too far from its heritage.
Creative agency Digital Silk weighed in, emphasizing the importance of audience research and stakeholder alignment.
