Made Thought Rebrands Paper-Maker, G.F Smith
Paper company G.F Smith has unveiled a new visual identity and design direction developed in collaboration with London-based brand consultants Made Thought.
The scope of work, spanning both print and digital communications, includes the creation of a new typeface and two new logomarks: a main identity, and a curator mark that aims to acknowledge G.F Smith’s current role as ‘curators’ of its paper Collection that comprises 38 papers divided across six separate categories: Colorplan, Fine Coated, Fine Uncoated, Textured, Specialist and Digital Papers.
The brand name is that of the founder — George Frederick Smith — the man who started the company in 1885. The strapline ‘1885 Onwards’ also accompanies the main identity.
The custom-designed G.F Smith typeface is a humanist sans that the company describes as being “a combination of the machine age and a more calligraphic line”.
Alongside the identity, the company has published ‘Portrait of a Company’, a new brand book that chronicles the history of G.F Smith.