We already praised Made Thought’s considered G . F Smith rebrand to the skies earlier this week but hot on the heels of the announcement we discovered this terrific book too. Throughout the overhaul of its look and feel, the paper company has been obsessed with promoting its story, justifiably proud of George Frederick Smith’s founding principles and the way they endure in a contemporary commercial climate.
So Made Thought produced Portrait of a Company, printed on 18 of the papers from the G . F Smith collection. It’s split into three sections– the first charts the company’s history via letters, sample books and other printed paraphernalia stretching right back to 1890; the second looks at the current custodians of the brand through specially-commissioned portraits of some of the employees (shot by Toby Coulson), and the third explores the company’s values and how they manifest themselves through some of its work.
The nature of any rebrand is that ultimately it can seem impersonal. What’s great about this book is that it roots the recent changes very much in personality – both of the individuals who are G . F Smith and by extension the company as a whole.