In 2008 Finch Paper unveiled a new brand identity as simple and friendly as the company’s business practices. The brand identity was developed by Bart Crosby of Crosby Associates in Chicago. They created a straightforward identity and design program including a proprietary type, a rendering of the Finch name, and a unique F symbol. The result is a fresh, cohesive look across all of their corporate product and promotional materials. The identity revolves around a new, more contemporary and less industrialized Finch Paper logo, presented in an all-lowercase typestyle customized with a special fi ligature for Finch by Swiss designer André Baldinger from his BVH Baldinger typeface.