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rebranding of the Law Firm
The creation of the unique visual brand identity, maintaining the position which was built for years – the market trust and reputation of one of the best law firms in Poland.
Before starting the next stages of works, a decision was taken to change the name of the law firm in a step-by-step manner, and thus to re-design the logotype.
Since the Sójka Maciak Mataczyński law firm is strongly recognised on the market – we decided to take advantage of this by applying the evolutionary change – based on the existing logotype of the Sójka Maciak Mataczyński law firm, the SMM Legal was created with the transitional form using the descriptive form.
Not only is the new name short – and thus much more functional, but it also fulfils the strategic role – by abandoning the nomenclature based on the names of partners and the anglicising sound, it builds the image of a large international law firm.
In order to reflect the tough, uncompromising nature of the law firm, we decided to combine the classic presentation of the lawyer with symbolic attributes associated with the tough sport such as Rugby – creating an exceptional image of SMM Legal which stands out from its competitors.
By taking advantage of subtle details – such as facial expressions, pose and gesture – we wanted to obtain the effect of an ideal hybrid of professionalism and brave and tenacious attitude – typical for SMM Legal.
Above all, it was necessary to conduct a photo session which was attended by all SMM Legal employees.
While creating the Key Visual of the SMM Legal brand we focused on the presentation of features of the law firm: the non-comprising attitude, dynamics and the expert approach. They were presented both by means of photos and short slogans saturated with content.
While working on the materials used by SMM Legal, we focused on .ppt presentations, preparing templates designed for the presentation of:
– the law firm’s offer,
– case studies,
– and training contents.
We created the system of icons and functional text areas – adapted to the content and purpose of the message.