GF Smith is an independent British company that has provided the creative world with paper since 1885. The new identity was developed to celebrate their history, heritage and pioneering spirit, reaffirming the craft that lies behind their service. The new brandmark represents an essential duality in the company: the pride they have in their 1885 beginnings and the continual drive to be a pioneering enterprise. Alongside the brandmark is a symbol to represent the brand's role as curator. Whether finding paper, making custom-sized envelopes, or putting together bespoke book dummies, much of what GF Smith does is still by hand. Today more than ever, it's the connection between head and heart, sparked by the sense of touch, that makes great paper such an important way to help communicate ideas and messages. As part of the new visual identity, there was a complete overhaul of GF Smith's digital presence, too, bringing the digital and physical worlds far closer with an intelligent online filter that lets designers curate and select from the GF Smith paper collection.