GLENS FALLS, NY (May 28, 2008) - Finch Paper LLC, maker of the Finch Paper line of uncoated printing papers, has unveiled a new brand identity as simple and friendly as the company's business practices.

Comprised of a new logo, tagline and distinctive graphic element, the branding system will provide a common look and consistent messaging to all of the company's packaging, advertising and product information collateral for its growing roster of text and cover, opaque and digital papers.

"The Finch Paper story is really quite refreshing," said Anthony McDowell, vice president of sales and marketing. "We have one mill, four paper machines and a team of really dedicated people who work hard every day to produce outstanding paper, minimize our impact on the environment, and bend over backwards to deliver a level of value and service that exceeds our customers' expectations."

"Doing business with Finch is like working with a small, neighborhood business -  and that's the message we'll be conveying through every contact we make with our customers, whether in-person, on paper or online."

As an independent, single-mill manufacturer competing against multi-national conglomerates, Finch prides itself on its "high-touch" customer experience and tremendous flexibility in meeting customers' needs.

The new brand identity, which will be rolled out in phases in the coming months, was developed by Bart Crosby of Crosby Associates in Chicago, whose client roster includes such noted brands as Kraft Foods, Mutual of Omaha, the University of Chicago and Edward Jones Investments. The identity revolves around a new, more contemporary and less industrialized Finch Paper logo, presented in an all-lowercase typestyle customized for Finch by internationally acclaimed Swiss designer André Baldinger from his soon-to-be released BaldingerPro font. The new logo also introduces a splash of "lake blue" color to Finch's former predominantly black-and-white color scheme.

Paired with the logo is a new tagline, "value delivered," which succinctly states the promise Finch Paper makes to merchants, printers, designers and marketers anytime they put their trust in its products. Rounding out the identity package is a new graphic element made up of a series of horizontal lines designed to represent a palette of Finch Paper, with the varying line weights simultaneously creating the letter "F." 

"Style without affectation. That's what the new program and the company are all about," said Mr. Crosby. "There's no superfluous glitz, glamour or gimmicks with Finch. As a designer, I know when I choose Finch I'm getting high-quality, high-performance paper that I count on, at an affordable price."