GF Smith has introduced a new visual identity, moving away from its structured, minimalistic logo in favor of a more expressive and dynamic design. The updated logo reshapes the company’s name into a distinctive, welcoming composition that reflects its creative and vibrant approach to paper manufacturing.
The previous logo had a clean, straightforward typographic style. The letters were bold, set in a sans-serif typeface with sharp edges, and used a monochromatic black-and-white color scheme. A small dot between “G” and “F” functioned as a separator and a design detail, reinforcing a structured, professional look. While the design conveyed precision and balance, it leaned toward a more formal and reserved aesthetic.
The new logo takes a different direction, introducing a semicircular layout visually forming a smiling face. The letters “G” and “F” act as eyes, while “SMITH” curves below them, resembling a mouth. The playful design gives the brand a more engaging and lively feel, reinforcing its connection to creativity and openness.
One of the biggest changes is the use of bold, contrasting colors. Instead of the black-and-white scheme, the new design features a bright blue background with pink lettering. The combination makes the logo more striking and strengthens its association with the company’s wide range of colored papers.
The letters’ fluid, irregular shapes add movement and flexibility. Variations in stroke width and spacing create a dynamic rhythm, highlighting the company’s focus on creativity and design experimentation.
Beyond the main logo, the identity system allows for flexible positioning, letting the emblem adapt to different orientations and layouts. This interactive quality extends across various applications, making the logo feel more dynamic and connected to its surroundings.
The updated branding marks a major shift for GF Smith, embracing a more expressive and emotionally engaging look. The redesigned logo captures the company’s creative energy while staying true to its role as a leading provider of high-quality, innovative paper solutions.