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GSD&M

Brand Development

GSD&M, our long-time creative partners and client, commissioned SPD to create a new identity for the agency to reflect the different personalities of the four founding partners and to align better with the more creative personality of the firm. Classic fonts, from sophisticated serif faces to bold geometric faces, were combined with timeless primary colors to accomplish this goal, from quiet to flamboyant. We extended the standards applications to include extensive internal paper system, a modular portfolio system, apparel, specialty items and signage.