International Paper

Refreshing an iconic logo and a storied brand

Project details

After restructuring its business, International Paper was ready to refresh its brand to reflect the positive change and continuity under way. The previous logo was a design classic, created by Lester Beall in the 1960s. To be selected to create a new identity was a serious responsibility.

Addison created a brand position and messaging, a new logomark and a complete visual identity that expressed the transformation into a better company, not a completely different one, underscoring the dependable, future-focused aspects of the company and its grounding in what’s essential and real.

Visual identity

Generative AI

Addison developed a custom AI imagery system that was adaptable and complementary to the brand. We supplied International Paper the prompts and key words to independently create supplemental imagery.

Brand guidelines overview

The identity system is flexible and adaptable for all applications, not just cardboard boxes.


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