Core brand elements

The brand elements

The GF Smith visual identity is made up of the following elements; our logo, typography, colour palette and imagery style.

In the following pages we give more detail on how to use each of these elements and show you how these come to life across a range of applications.

❶ Logos

❷ Brand architecture

❸ Colour palette

❹ Typography

❺ Graphic devices

❻ Photography

Our logo – 'Smithy'

Our logo, 'Smithy', is omni-directional, human and dynamic. It is made of up our name on a spherical surface that interacts with it’s environment.

We have nine logo variants: 01 / 02 / 03 / 04 / 05 / 06 / 07 / 08 / 09

03 is the main logo. Each of these has been crafted to optimise legibility and accessibility.

Our logo interacts with the content around it. Please choose a logo variant that looks to the content you would like to highlight such as a title or an image.

For more information on co-branding please refer to the brand architecture section.

Download (variant 3)

Minimum sizes

We have two size variants of our main use logo. We have a standard use logo which should be used for the majority of our applications.

For digital applications only please use our small use logo as this has been specially crafted to work well in formats such as social media and small logo line ups.

Standard use logo
Minimum size 18mm / 110px

Small use logo (social media only)
Minimum size 13mm / 80px

Brand architecture

We have a branded house master brand model. This builds equity in one brand; the core GF Smith brand.

We have one logo, which also builds recognition and brand equity.

This architecture model builds clear hierarchy with the sub-parts of our business such as GF Smith Colorplan, which are indicated by descriptors rather than logos.

Master brand

Sub brands (fully owned by GF Smith)

Sub brands (part of GF Smith)

Download (RK BURT)

Curated brand ('Curated by' GF Smith)

Partner brand (special case applicable when GF Smith takes a full suite of products only)

Logo lock ups

It is important that the GF Smith logo has breathing space so that it can stand out, be easily read and identified. Regardless of logo size, always allow white space to the value of one ‘GF’ the whole way around the logo

Please do not overlap or distort the logo lockups in any way. Please see the application examples in the following section for more detail on how to use the logos.

Please do not use any of the logo lock ups smaller than 15mm/55px high.

Co-branding and exclusion zone

Please do not overlap or distort the logo lockups in any way. Please see the application examples in the following section for more detail on how to use the logos.

Our brand colours

Our colour palette is inspired by current and archive collection.

Our colour palette is made up of 30 different colour combinations inspired by our current and archive Collection Books.

Our palette has been carefully chosen to make us standout and appeal with our audiences and in our sector. It is bold, vibrant and playful.

Please note that printed colours vary from printer to printer and it impossible to replicate electric screen colours in print (unless using a Pantone colour).

Colour combinations

We have eighteen pre-defined colour combinations, which should be used wherever possible.

These colour combinations have been curated and have gone through stringent accessibility testing.

If you wish to deviate from these colour combinations please contact Ben Watkinson for approval as this will need to be given on a case-by-case basis.

Colour usage for internal comms

For our internal comms we can select from the following six colour combinations. This helps us identity communications intended for our internal audience easily. These might be invites, internal posters or postcards.

Logo placement on circles

Please do not place our logo centrally on a circle. Please use the logo off centre depending on which logo variant is being used.

Menu Master brand

Master brand

Typography

Our brand typefaces are GF Smith Homie and GF Smith Social. These are bespoke, modern and highly legible typefaces.

GF Smith Homie 1400gsm is used sparingly for headers and mostly in capital letters.

GF Smith Homie 540gsm is used for body copy and pull quotes.

GF Smith Social 270gsm is used for sub headers.

GF Smith Social 100gsm is used for body copy.

Please use our brand typefaces wherever possible.

Typography – international

To be as accessible and inclusive as possible we include language variants to all main communications.

For Latin-based character languages please use GFS Social and for non Latin character languages please use Google Noto.

Bespoke typography – international

Korean

English

Greek

Arabic

Chinese

American English

Glyphs – special characters

GFS Homie includes specially crafted and bespoke characters as well as some lovely glyphs.

It you are useing short sentences or single words please use the ‘i’ and ‘j’ with smiles.

There are other bespoke characters throughout as well as bespoke arrows and numerals.

For short titles or single words only

Glyphs – logos

All nine logos have also been included into the glyphs.

Impact report covers

Please use the template provided on report covers to balance all elements and get the sizing proportions correct.

Please make sure that our logo isn't too large and isn't floating on the layout. Our logo should always be locked to the grid.

Please ensure that the report layout is clean and not cluttered.

If the report is a shared publication, please use the GF Smith and RK Burt co-branded logo lock up. If it GF Smith or RK Burt led please use the individual logos.

Please do not deviate from these templates provided.

Layout 1

Layout 2

A4 layout

Please ensure that the headline and our logo interact with one another on layouts.

The logo should always directionally look towards the headline content.

Please ensure that our logo is always locked to the grid.

Layout 1

Layout 2

Alternative layouts

Irrespective of the format please follow the same principles outlined for an A4 layout.

Please ensure that the headline and our logo interact with one another on layouts.

The logo should always directionally look towards the headline content.

Please ensure that our logo is always locked to the grid.

Layout 1

Layout 2

Layout examples

Irrespective of the format please follow the same principles outlined for an A4 layout.

Please ensure that the headline and our logo interact with one another on layouts.

The logo should always directionally look towards the headline content.

Please ensure that our logo is always locked to the grid.

For social media assets such as stories where we don't need to include our logo please centralise all content and keep text as minimal as possible.

Keynote / Powerpoint slide

Advertising

Instagram stories – 9:12

Instagram post – 4:5

Layout 1 – 1:1

Banner

Keynote / Powerpoint slide

Advertising

Instagram stories – 9:12

Instagram post – 4:5

Layout 1 – 1:1

Banner

Editorial design

Our editorial design has a clear hierarchy of information. We make use of our different typgraphic styles. Our layouts are calm and not too shouty.

Please do not overlap or distort the logo lockups in any way. Please see the application examples in the following section for more detail on how to use the logos.

These examples show the grid and layout of page furniture for our editorial design approach.

Factory services

To celebrate the GF Smith factory services we have created a series of illustrations and animations for you to use. These appear on:

• Our website • Signage

• Social media

These have been included in the appendix section at the end of the guidelines.

Smiling sentences

Smiling sentences should have a minimum of three words and a maximum of seven words.

These work best large on an asset where they have a lot breathing space.

Imagery overview

Imagery is a very important part of our brand. It helps communicate our positioning, our personality as a whole as well campaign activations throughout the year.

To support our brand positioning, imagery is fresh, distinctive, human and dynamic helping GF Smith stand out.

We have eight types of imagery:

❶ Product photography

❷ Smiling paper

❸ Portrait & event photography

❹ Event photography

❺ Portal device

❻ GF Smith Services icons

❼ Data visualisation

Product photography

All product photography must have a photo brief provided to the photographer. This should include:

• Key features and key angles – that we need to showcase with the product. These should to be discussed with the creative team who designed and produced the product. For example the smile book needs to be photographed on the curved edge - this is the hero shot.

• Lighting brief – where possible we use high flash photography for vibrancy and freshness.

• Shot list – a clear outline of the number of shots and angles required.

Please see a sample call sheet here.

Smiling paper

We have a bank of ‘smiling paper’ shots that is being added to all the time. You can access these images here

Portrait imagery

Our portrait imagery is features creatives from all over the world. These images are natural, human and dynamic. These are shots of people in their studies using high flash photography.

Please note that the images included here are for reference only.

Images that GF Smith has usage rights to will be shared during 2025.

Paper portal device

We have a portal device that can be used to house imagery where needed. This can be portraits, illustration or messaging.

The paper portal can be used to:

• Hold photography

• Layer onto other photography when you want to show multiple images in one go

• Show the detail or behind the scenes • Show the provenance of our products

• Show the source of our products

❶ Magifying glass device

❷ A space to hold imagery

❸ Showing where creativity can come from

❹ Stethoscope device

❺ Showing where creatives came from

❻ Website

❼ A space to show thinking

❽ Transition device

❾ Making art and design accessible to all

Event photography

Photography of our events add dynamism and authenticity to the brand materials. When selecting photography please ensure that it is:

• Of real people (not a model photoshoot)

• High flash photography if possible especially if the event is at night

• Engaging (exchanges taking places, energy of our events)

• Including people with neutral expressions

• A mix of portrait and landscape formats depending on the application

• A mix of indoor and outdoor if possible • A mix of backgrounds – dark and light • A mix of close and wider shots

• Allowing clear space the whole way round a person’s head

• Not cropping off heads in any way

• Allowing for plenty of clear space between a person's features and copy if photography of people is being used in conjunction with.

Please note where possible any copy overlaid onto photography should be placed over clear space in the photograph (such as a wall or a floor) to ensure that copy remains legible.

Data visualisation

We use data visualisation to evidence our work especially to activate the third pillar of our positioning 'why GF Smith'. For simple data please use two to three colours and keep the information clear and concise.

❶ Vertical bar charts

❷ Pie charts

❹ Horizontal bar charts

For key pull statistcs and data you can use smiling data (either positive or negative) or the portal device to activate key information.

❶ Happy and sad data

❷ Portal device

Icons

We have a suite of icons to communicate our GF Smith factory services. These should be used when we need to communicate our factory services in a detailed way for example in printed communications. They are supportive icons rather than hero graphics and should be used in secondary and / or supplementary information.

❶ GF Smith Colorflute

❷ GF Smith Bespoke

❸ GF Smith Envelopes

❹ GF Smith Multiplexing

❺ GF Smith Embossing