International Paper Company, the Memphis-based pulp and paper manufacturer founded in 1898, has used a tree as the central motif of its visual identity since its earliest days. The company’s most famous mark, a stylized tree formed from the letters “I” and “P,” was created in 1960 by American graphic designer Lester Beall, a pioneer of mid-century corporate identity design. That logo remained in continuous use for roughly six decades until International Paper unveiled a new visual identity in March 2023 to mark its 125th anniversary.
Design and History
International Paper was formed in 1898 from the merger of 17 pulp and paper mills in the northeastern United States. The spruce tree appeared on the company’s visual identity from the start: first as a small tree in 1898, then as a majestic tree set against a waterfall and forest in 1923, and finally in graphic form from 1960 onward.[1]
The 1960 mark, designed by Lester Beall with Richard Rogers, replaced the earlier pictorial tree-in-a-circle drawing with a geometric monogram. The design combined the letters “I” and “P” so that they simultaneously formed a stylized tree and an upward-pointing arrow.[2][3] Beall also produced an extensive graphic standards manual governing the logo’s use across packaging, signage, trucks, stationery and other applications, a document that has been recognized as one of the most thorough examples of its kind from that era.[4][2]
In March 2023, International Paper announced a rebrand to align with its strategic vision and celebrate its 125th anniversary. The company said it had used essentially the same logo symbol for about 60 years and that the rebrand was triggered by a significant refocusing of the business around corrugated packaging and pulp, along with the anniversary milestone.[5] The new branding was rolled out globally beginning in March 2023 and included an updated corporate website.[6]
Meaning and Symbolism
The 1960 Beall mark was widely admired for its layered visual pun: the slanted “I” and the “P” worked together to read as both a tree and an arrow pointing upward, capturing the company’s paper business while suggesting progress and forward movement.[2][3]
The 2023 logo retains a forest-driven concept. According to company executives, the small elements of the new visual symbol, which the company calls “leaflets,” represent the leaves of a pine cone, described as “where everything starts” for International Paper. The greens and blues in the mark were chosen with input from employees to reflect the value of sustainability.[5] The new design features eight green stylized leaves that form the letters “I” and “P,” with the two leaves on the right forming an arrow that suggests forward movement and growth. The letters and arrow are a deliberate nod to the previous logo, which also concealed the I, P and arrow within the tree. The negative space between the leaves is meant to suggest the branches and silhouette of a tree.[1]
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