The brand experience was designed to attract, engage and entertain clients. As a result, GPA says its clients and partners will be ready to respond to market changes, increase their value and grow their businesses with GPA’s agility and streamlined services.

The most distinctive change is the company’s logo. The red, white, and black paper stack symbol used for over 20 years has been changed into a modern logotype.

According to GPA, the logo serves as the foundation for the new visual system, which employs a series of repeating patterns to represent ‘the essence of the company’. The colour black was selected to reflect a premium brand positioning and the strength of the company’s essence, which is represented by each letter of the acronym with G for the GPA group, P for the product offering, and A for best in class service.

In addition to the logo, the company has adopted a number of new brand tools that help foster effective client collaborations. These include a new website, swatchbook, brochure, and product catalogues. Streamlined product brands, expanded social media, a redesigned trade show presence, and other reimagined collateral such as bespoke sample envelopes are among additional new features.

Partnering with London-based studio acanforaDesign, GPA worked closely with international award-winning founder and creative director, Massimo Acanfora who brought the company’s visions to life.

“Rebranding efforts are vital to the future of any healthy and progressive business. GPA has always been a catalyst for change and we are confident that this dynamic, modern, and iconic look expresses our new vision to inspire loyal clients and attract and engage new partnerships,” says Bob Niesen, president and chief executive officer of GPA.

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