Services: Logo Design and Branding
A Luton-based law firm wanted to create a unique corporate identity and logo that reflected its brand values, had local connections and would create a strong visual first impression.
Marketing & Business Development Requirement
The corporate colour of Owens Solicitors was green and Yomi wished to keep that colour as it represents the colour of nature and gives a calming effect while representing growth. We also advised her that green scores well in terms of security and trust.
We wanted to reflect the core values and culture of the firm in its new corporate identity. We suggested that as Owens Solicitors’client base was mainly from the surrounding counties of Bedfordshire and Hertfordshire we ought to incorporate a ‘local’ element to the logo that would be meaningful.
We undertook a research project looking for distinctive local Luton landmarks and discovered the Luton War Memorial designed by Sir William Thorneycroft, R.A., and Sir Reginald Blomfield R.A. It is outside Luton Town Hall and it is a robed, winged female figure representing Peace, right arm raised holding a palm frond, standing on a cenotaph with a four-stepped base. The palm frond is green and we, therefore, decided to combine a small but important part of Luton history into Owen’s Solicitors’ logo by using the frond.
The font used in the OS cartouche that we created is “Baskerville”, well known for its legibility and refined beauty. Another key factor in studies has demonstrated the font is perceived as trustworthy and this is something we wanted to convey and feel about Owens Solicitors as people were trusting them to solve their legal issues.
The font used in the text that is paired with the chosen cartouche logo is Times Roman, with a tiny 5-pixel outline added in the same colour to make it read better at small sizes. We removed this outline for the white text on the green background version as it didn’t seem necessary in that context.
All live text used in graphics gets converted into shapes to avoid reproduction issues. Following this, the cartouche “OS” was also tweaked in many ways to get it to look right.
The colours used as can be seen on the screengrab of the colour-picker panel in Adobe Illustrator shows the HSB, RGB, CMYK and Hex Colour codes for the final chosen green, the brightest of the three submitted.
Our experienced designers developed a visual corporate identity that helped reflect the essence of Owens Solicitors, taking into account their target market, the services they provided and the attributes of their business. We looked at the logo from many angles to ensure it was not only visually attractive but also practical when used across a number of platforms. The client was delighted and the logo has been cascaded across their stationery, emails, new website, social media platforms and more.