PRESS RELEASE: WEDNESDAY 03 APRIL 2024
AUTHENTICITY ACCELERATED: TOPFOTO REVEALS NEW LOOK (GEN AI NOT INCLUDED)
Topfoto, the remarkable historical picture agency and archive founded in 1927, has revealed a reimagined brand identity to welcome the next chapter of this nearly 100-year young firm.
With renewed focus upon making it easier for image buyers and creatives to source what they need, the identity is a celebration of all that makes Topfoto unique: its extensive, exclusive archive and the expertise of the team who represent it.
Defined by a vast legacy and pioneering attitude, the Topfoto brand embraces both our impressive heritage and trailblazing spirit. The profound challenge of generative AI means this is the exact moment to show why and how we are amongst the best independent photographic archives in the world, passionately committed to authenticity, exclusive collections and commercial thinking on our clients’ behalf.
Home of the brilliant and the bonkers, we believe trusted, culturally significant imagery is the key to helping every business win audience attention and commitment. Authenticity works, and Topfoto’s famous archive, which begins with glass plate negatives dating from 1900, is as real as it gets.
All communications require human connection to resonate. Topfoto’s tenacious pursuit of authenticity brings together original imagery and the ability to think commercially and creatively on our clients’ behalf, providing a definitive edge and meaning, for any narrative. Working with the world’s biggest – and most boutique – brands, Topfoto is a veritable trove of thrilling images to bring stories to life.
Go to the Topfoto website and you’ll find the home page refocussed. Logos from a few key clients, including Dior, the V&A, Tyrrells, Penguin Random House, Air Mail News, Barker Langham, Brighton & Hove Museum and Autograph ABP, celebrate the collaborative mindset we bring to help clients get their best result. First though, a video of the archive rolls. For some, this will be all new; others will enjoy the stroll on memory lane!
Managing Partner, Flora Smith, says: “Beyond the legal and ethical minefields, images built by generative AI do not create goosebumps. For almost a century, Topfoto has been trusted to deliver authentic images, rich with the stories both in front of – and behind – the lens. In a world being flooded by artificially generated “news” and “historical” images, we stand by our promise to celebrate the brilliance and authenticity of photography – history - and we are building our new look to emphasise that commitment”.
The renewed visual identity brings together the impressive heritage of the archive with the modern view of the Topfoto team, drawing upon classic design influences and contemporary styling for an aesthetic which inspires curiosity and communicates depth. All launch content and news updates will be on Instagram and LinkedIn, throughout the year, so do join us there.
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NOTES FOR EDITORS
About Topfoto: Founded in 1927 and based on the Kent/Sussex border, Topfoto is an independent, family-owned business now in the third generation, holding one of the most significant privately owned archives in the world, with rare and exclusive content. 4 million images are digitised and we have 3,000 sq ft of physical holdings, searched by our team every day and with ample space for visiting researchers.
With a remit to collect the world’s stories, we are devoted to preserving and sharing culturally and historically significant imagery, helping our clients to communicate more powerfully by supplying them with the stand-out images they need to bring their narratives to life.
Topfoto owns key photographic collections including from the glory days of news imagery on Fleet Street and owns or represents collections by some of the greatest image makers of the 20th century. Topfoto is the only official agency for the world-famous Punch magazine.
While Topfoto is leaning in to using specific new tech tools to improve productivity and search discovery, fake images are a different matter. Since June 2023 Topfoto has had systems and policies in place to protect the archive from being contaminated by AI “photographs” of historical events.
IMAGES one-time use free of charge in connection with this story only (Please credit: Saltwick Media / Topfoto)
VIDEO one-time use free of charge in connection with this story only: CLICK HERE
Branding by Ditto Creative //
Brand photography & video by Saltwick Media //
BRAND ELEMENTS free of charge in connection with Topfoto related stories only:
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Contact for Media Enquiries: Flora Smith, Managing Partner, +44 1732 863939 hello@topfoto.co.uk
Website www.topfoto.co.uk