Pearlfisher rebrands Winsor & Newton

Pearlfisher has created a new identity for artists’ materials supplier Winsor & Newton.


The new identity features a redrawn Griffin logo, which has been removed from the holding device of the arch to give it more ‘status and clarity’.

Sarah Cattle, creative director at Pearlfisher, says, ‘The original marque was lost on an information-heavy pack. We have strengthened the hierarchy and optimisation on pack by giving the brand a strong and central place at the top.’

Pearlfisher has also introduced silver as the key colour for packaging, which Cattle says is ‘in homage to the traditional aluminium tubes much loved and revered by artists’.

The Winsor & Newton brand is positioned as ‘the world’s finest artists’ materials’ and is part of the ColArt brand portfolio.

Winsor & Newton’s packaging and branding from the 1970s and 1980s was developed by Michael Peters and won a host of design awards, including D&AD Design Awards.

The new look is set to roll out globally across Winsor & Newton’s entire portfolio.

Winsor logo
Winsor Newton packaging, by Michael Peters Partners
Winsor Newton packaging, by Michael Peters Partners
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  • Mike Dempsey November 30, -0001 at 12:00 am

    Whenever the original ink packaging is shown for Winsor & Newton the late John Gorham’s name is never mention.

    But it was he who designed the whole concept, created the typographical logo and designed and illustrated a number of the packs himself. Michael Peters & Partners sub contracted out to him, but got all the credit.

    Come on Design Week give credit were credit is it is due. John Gorham has become an unsung creative hero.

  • Mike Dempsey November 30, -0001 at 12:00 am

    You can also read John Gorham’s “Local Hero”‘ the interview that never was here

    Mike Dempsey

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