Appleton Coated debuts new logo and identity

Ferkó Goldinger.
Ferkó Goldinger.

Appleton Coated has unveiled a new identity and logo to better represent its capabilities and extensive product lines.

“Simply put, today’s Appleton Coated is about more than just coated,” said Ferkó Goldinger, Appleton Coated’s Marketing Manager. “As our product offerings expand into inkjet, offset, opaques and specialty products, ‘coated’ is becoming less descriptive of our full breadth of capabilities. We wanted our new identity to reflect this evolution.”

The new design introduces a friendly, forward-looking system highlighting the quality of Appleton Coated’s ever-expanding offerings. The unique mark prominently features a stylized ‘A’ (indicating the company’s name) along with a roll of paper ready for printing. Housed within the mark is a scaled-down “C” acknowledging the mill’s heritage of coated solutions (includes the mill’s most renowned paper line, Utopia).

appletonnewidentity1-in“At Appleton Coated, we push paper to become far more than the sum of water and fibre,” added Goldinger. “Here, paper is equal parts obsession and art. It’s why we formulate brighter and whiter. It’s what propels us to make paper more reliable. It’s what pushes us to make paper more environmentally responsible. Working tenaciously as one, we transform pulp and passion into potential.”


Tony Curcio is the editor of Graphic Arts Magazine.