I was commissioned to create a brand for SA Thompson & Associates, an immigration law specialist solicitors with offices based on Fleet Street, London.
SA Thompson were looking for a new identity to promote their focus on immigration law and were starting from scratch when it came too the look and feel. Some guidance was given that the brand should be modern and relevant beyond the UK, recognisable to those who don’t have English as a first language.
I began by undertaking a Brand Analysis looking at how other solicitors and immigration concerns promoted themselves with their brand. This analysis identified a number of themes within the sector that could then be either embraced or avoided
I began be sketching some solutions before formalising these drafts digitally for the client to assess. Using the analysis as a guide I created solutions that followed the themes identified as well as a number that avoided them entirely.
These solutions were given to the client to view and consider, to generate a preference of direction, along with my advice as to what each draft ‘said’ about the brand we would be creating.
The client was very clear on the logo they preferred, which was draft i, but wished to use a more traditional font than on the original design. The direction of the logo was to combine the company name in a formal typeface, with a globe element in order to offer a professional smart image suited to a company within the legal field as well as an easy to recognise icon.
I took the original and created a number of alternative designs, options for fonts, colours, globe styles and positioning. I wanted to give the client as much control over the final brand as they liked and with some direction from me they chose a preferred combination.
The next stage was to develop the logo from the draft to a final version, with a last minute adjustment to some of the text.
The final image combines a strong classic font offering a formal professional look with a modern clean globe, intersected by dynamic lines which offer movement and activity to the more friendly and welcoming icon element of the design.
When placed together the brand receives the positives of both elements look professional and smart but friendly and approachable and easily recognisable thanks to the use of colour and shape on the globe.
The next stage was to develop a number of versions for multiple uses such as 1 colour applications or when using the logo at very small sizes in print (under 10mm) as well as a favicon for the website and a iPhone shortcut icon.
For use under 10mm in print and small scale web applications
Greyscale version for newspaper advertising or fax purposes
1 colour version for multiple applications
The final step was to create the lawyer stationary, letterheads, compliment slips and business cards. Using the rich grey from the logo lettering as a complimenting base for the logo and information.
The total effect should suit the importance and gravitas of a legal entity whilst still offering a contemporary and approachable company for customers to interact with.
Kieran Harrod is a Creative, Professional & Reliable Graphic Designer skilled in branding, print and web design, with bags of integrity.
Based in Derby, UK, Kieran set up his own business in May 2011 after practicing design since 1997 including 7 years as an in house designer and marketing manager for the UK arm of a multinational. Get in touch to get something designed for your business.
It was refreshing to work with an experienced, professional graphic designer who quickly understood what we wanted to achieve at Scoops Diner. We provided the bare bones and Kieran fleshed it out to create a spectacular end product design. Aside from the graphic design, I found Kieran to be a warm, genuine, humorous and down to earth chap who pro-actively gave positive and constructive advice on other aspects of our business. I have already and will continue to recommend Kieran to other businesses for his design services work.
Aftab Rehman - Scoops Diner
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