Filofax logs anniversary look

The Filofax company is celebrating its 75th anniversary with a new identity, packaging and point-of-sale material to differentiate it in an aggressive marketplace. Design is by Brewer Riddiford.

The name Filofax was coined in 1925 by the then Norman & Hill company secretary Grace Scurr who went on to become chairwoman. The company now has sales of more than 30m and is represented in 40 countries.

The redesign was carried out “to refocus on brand presentation and image”, says Filofax marketing controller Jill Pinington. The F has been tweaked to give it a “stronger personality”, says Brewer Riddiford creative partner John Brewer. Filofax will be issuing new guidelines to distributors to maintain a consistent image.

Brewer Riddiford also created a limited edition Filofax based on Scurr’s original wallet. Both were unveiled at the opening of the Design Museum’s Filofax anniversary exhibition on Tuesday. The exhibition was created by freelance designer Orna Dawson.