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.