The client has a specific need that is related to a recurring problem in the area of law: the excessive number of professionals performing the function using generic logos and visual identities with little depth.
Through a research and study of the visual identities of the market, we were able to identify a repeating pattern, from there, our challenge was to develop a visual system that crossed the characteristics of the professional, distancing herself as much as possible from what is already known by the public.
Based on the briefing and extensive research, several concepts were developed, aiming to build a quality visual system that aesthetically conveys the brand's dna. The professional in question already has an audience goal, and that was the north for the creation of the models.
The approved concept was a typographic experiment, aiming to translate an idea of balance between the initials of the name that intertwine, protected by a frame that adorns the monogram, while serving as an abstraction for a scale and conveying confidence. The central creases were designed to give it a breath and a touch of lightness.
The typography was designed to accompany the symbol and the serifs have the same curved symbol details, combining the concept of the classic, but with experiments that go beyond the traditional.
To generate a modern, balanced and stand-out identity, we developed a system with 4 visual elements that complement each other, they are: Shapes, compositions, filters and patterns.
