G . F Smith
A companion piece to the previously-commissioned, regular-weight Colorplan type, the eponymously named G . F Smith Bold was created to function as a single-weight type tool across all brand applications.
In tandem with an identity overhaul by frequent collaborators Made Thought, Colophon focused initially on the letterforms that would comprise the new G . F Smith wordmark, arriving early on at a distinct series of forms for the traditional British paper merchant: a decidedly Anglophilic ‘G’, an affably circular set of punctuation, and a quintessentially English, bottom-heavy ’S’.
In addition, G . F Smith’s product line dictated certain typographic behaviors. When numbers act as a stand-in for tactility in promotional material, the type must embrace those settings in kind: the innate sturdiness of a double-thick card stock may be conveyed to the customer as ‘540gsm’ (Grams per Square Meter). This numeric necessity prompted the creation of special old-style (or non-lining) numerals, which not only increase legibility of this technical data, but also introduce classical elements to an otherwise contemporary setting.
Nodding to the canon of 20th-Century British types — in particular the sans serif works of Edward Johnston and Eric Gill — we ultimately crafted an understated, refined face that would function just as well at text sizes as it would writ large on promotional materials and printed collateral, which the typography-centric brand creates regularly to showcase its offerings.
This one-size-fits-all approach encourages consistency across identity while also acknowledging the status of G.F. Smith as an inherently visual brand: in providing a focused palate with just one typographic variable, the type defers to the plethora of colors, textures, and weights that otherwise define the company’s product range.