Rebranding a Beloved Brand: GF Smith’s New Identity
A Radical Departure from the Past
GF Smith, a much-loved British paper company, has undergone a significant rebranding. The company’s previous wordmark, which dated back to 2014, was classic and refined, with a focus on heritage. The new look, created by cause-led branding agency TEMPLO, is a bold departure from what came before and brings GF Smith firmly into the present.
Mixed Reactions
As with many rebrands, the new identity has sparked a range of emotions. Some have described it as a "significant misstep" and "visually quite upsetting," while others have praised its simplicity and dynamism. Designers, in particular, have been vocal about their opinions, with some loving the new look and others expressing disappointment.
A Team Effort
TEMPLO and GF Smith’s global brand director, Ben Watkinson, emphasized that the rebrand was a true team effort. "Collaboration was an essential part of our brief, and why we wanted to work with TEMPLO," Ben explained. "It was important for us to ensure our whole team was part of the journey."
Understanding the New Identity
The new brand is built around three key pillars: "Why paper?", "Why GF Smith paper?", and "Why GF Smith?". These questions are combined to form the new strapline: "GF Smith. Feel good papers". The new logo features the letters of the name formed into a smiling face, allowing for playful animations and a winking effect. A bespoke sans-serif font, GF Smith Homie by Blaze Type, adds to the friendly feel.
New Elements
The rebrand includes several new elements, including the GF Smith Colorplan carabiner, which reimagines the swatch as a wearable and versatile tool. "It’s designed as a quick-access tool in the studio, at home, at the printers, or in a client meeting," Pali Palavathanan, co-founder of TEMPLO, explained. "It’s something that can be used purposefully, played with, and torn apart, rather than being a decorative item, or an unwieldy swatch that spends most of its time sitting on a shelf."
Conclusion
GF Smith’s new identity is a bold and daring move, one that is sure to cause a stir in the design community. While some may not be pleased with the changes, others will appreciate the fresh direction. As Ben put it, "We’re proud of the work we’ve done together, and we’re happy to talk about it."
Frequently Asked Questions
Q: What inspired the new identity?
A: The new identity was inspired by a desire to bring GF Smith’s values to the forefront and to create a brand that truly reflects the company’s commitment to community, charity, education, and sustainability.
Q: What was the process like for the rebranding?
A: The process involved a collaborative effort between TEMPLO and GF Smith, with input from across the company, from the warehouse and accounts teams to the paper consultants and delivery drivers.
Q: How did you approach the rebranding?
A: We approached the rebranding with a focus on creating a bold and playful identity that would bring the company’s values to life. We worked closely with the team to ensure that everyone was on board with the transformation and excited about the change.
Q: What do you hope the new identity will achieve?
A: We hope the new identity will help GF Smith to establish itself as a leader in the paper industry, while also fostering a sense of community and connection among its customers and partners.
