For over a century, GF Smith has been a respected name in the world of premium paper – a brand woven into the fabric of the creative industries, supplying generations of designers, artists, and makers with beautifully crafted paper stocks. But even the most established brands must evolve.
Enter TEMPLO, the design studio tasked with reimagining GF Smith‘s identity for a new era defined by fluidity, inclusivity, and a bold rethinking of tradition – with quite a dramatic departure from GF Smith’s previous identity. Where the 2014 iteration leaned into a monochrome aesthetic and a heritage-focused narrative, TEMPLO’s approach injects colour, movement, and a distinctly human touch.
The new identity is designed not just for longevity but also for adaptability—a vital shift in an industry where brands compete to thrive in both digital and physical spaces.
A Meeting of Minds
TEMPLO’s involvement began with an introduction to GF Smith’s brand director, Ben Watkinson, via communications agency Zetteler. Initially, there was uncertainty about whether TEMPLO’s cause-led approach would align with GF Smith’s heritage. Still, as conversations unfolded, it became clear that GF Smith was far from a static, legacy-driven institution. Instead, it was a company willing to embrace radical change – one that recognised its role in shaping the creative sector’s future.
“We weren’t sure there’d be a point of connection at first,” says TEMPLO founder and creative director Pali Palavathanan. “But when Ben pulled away the veneer and explained all the amazing things GF Smith has done historically to support their employees and the creative community, we understood how brave they were prepared to be and realised a shared ethos between us.”
Rather than arriving with a pre-defined brief, GF Smith and TEMPLO co-created the brand strategy through a series of workshops and deep dives into the company’s legacy, ambitions, and challenges. “A true brand is a 360-degree experience, and once the brief had been defined, GF Smith gave us the freedom and creative space to explore,” Palavathanan explains.
Breaking Away from the Past
GF Smith’s previous identity, designed in 2014, was widely respected in the design world. However, as the company evolved, it became clear that the identity no longer encapsulated its values or ambitions. “The 2014 identity is a great piece of design, and it served GF Smith brilliantly for a decade. But in those 10 years, the business, the creative sector, and the world have changed enormously,” says Palavathanan.
“It was static in an era that demands dynamism. It was monochrome, but GF Smith is all about colour. It was time to reframe the brand to speak to today’s creative community and the next generation.”
One key objective was to strengthen the link between GF Smith and its sub-brands, particularly Colorplan, which is widely recognised in international markets but often seen as separate from its parent company. To reinforce this connection, Colorplan was subtlely renamed ‘GF Smith Colorplan’.
The Strategy Behind the Visuals
TEMPLO’s solution was a strikingly versatile branding system centred around a new logo – an omnidirectional emblem that serves as the “human face” of the business. The logo itself is designed for movement, balance, and play, capable of adapting to different contexts and applications. “We aimed to infuse GF Smith’s visual identity with the energy, warmth, optimism and human spirit that run through the business and ensure it stood out in stark contrast to the more detached, faceless PLCs in the sector,” says Palavathanan.
One of the boldest changes was the removal of the ‘1885 onwards’ tagline—a nod to GF Smith’s heritage that had long been a staple of its identity. While history remains an essential part of the brand’s DNA, the team recognised that it was no longer a unique selling point in a market saturated with legacy-driven messaging.
The typography also underwent a transformation. Working with Blaze Type, TEMPLO developed a custom typeface that balances approachability with a global perspective.
“With GF Smith’s international expansion in mind, we introduced a more approachable, friendly typeface that feels more global and can be modified to suit all languages,” explains Palavathanan. The rebrand also saw the removal of the dot from the’ GF Smith’ logotype—a seemingly small change, but one that removed inconsistencies in brand usage and reinforced the clean, contemporary aesthetic.
Colour as a Core Identity Element
As a company synonymous with paper, GF Smith’s connection to colour has always been integral to its brand. The rebrand brings this to the forefront in a more deliberate and immersive way. The entire brand palette is sourced from the GF Smith Colorplan collection, making the physical product an intrinsic part of the identity.
“There was never a question about whether colour would be central,” says Palavathanan. “The challenge was in finding ways to make it feel natural, vibrant, and alive across all brand applications.”
This philosophy extends to the digital space, where TEMPLO worked with Made by ON to create an online presence that translates the tactile beauty of paper into an engaging digital experience. From animations demonstrating GF Smith’s manufacturing processes to interactive elements that mimic the flow and curvature of paper, the new website is a testament to the interplay between physical and digital mediums.
Telling a Bigger Story
Beyond the core branding, the rebrand extends to a powerful new brand film, The Portal Film. The film embodies the ethos of the GF Smith Charitable Trust, illustrating how creativity can be a gateway to new possibilities. “The central idea is that ‘every creative journey starts with paper’; that paper can be used as a portal to escape,” Palavathanan explains.
For Palavathanan, the film is deeply personal. “Growing up as a child refugee, constantly moving between different schools, the first thing I would do when I was in a new environment was grab some paper and start to draw. It became a way to connect with people, a signal that I existed.”
A Bold Step Forward
Of course, no major rebrand is without its challenges. While the response to GF Smith’s new identity has been overwhelmingly positive, there has been some pushback from those who feel that moving away from a heritage-focused narrative is a loss. However, for TEMPLO and GF Smith, the rebrand is about more than aesthetics – it’s about positioning the company for the future while staying true to its creative heart.
“It has been wonderful to see so many people both inside and outside the design sector ‘get’ what we’re doing with the rebrand and appreciate the depth and detail behind it,” says Palavathanan.
GF Smith’s rebrand is a masterclass in evolution – embracing change while maintaining a deep respect for its roots. With TEMPLO’s strategic and human-centred approach, the brand is not just keeping up with the times but setting a new standard for what a creative industry leader can be.
