Logo Design

A law firm partner once told us their logo was 'fine.' It was a serif font with a gold scale of justice that their office manager had sourced from a freelance marketplace for $300 eight years ago. It was fine. It was also identical in style to roughly 40,000 other law firm logos. When they submitted proposals for corporate clients alongside firms like Quinn Emanuel or Kirkland & Ellis, their materials looked like a local practice competing against national brands. The proposals were strong. The logo undermined them before anyone read a word. We see this pattern constantly in professional services. The firm is excellent at what they do, charges serious fees, and competes for sophisticated clients - but the visual identity communicates a completely different tier. The mismatch between service quality and brand presentation creates a credibility tax that costs firms deals they never hear about. The prospect who visited the website, saw the logo, and closed the tab. The referral partner who hesitated to recommend because the materials looked unprofessional. The shortlist committee that associated the visual quality with operational quality. We design logos by first understanding the competitive visual landscape of your industry. What do the top three firms in your space look like? What visual conventions signal credibility in your market? Where is the white space - the opportunity to be distinctive without being strange? Then we build a mark that works under the hardest conditions first. A 16-pixel favicon on a browser tab. A single-color fax header. A 10-foot sign viewed from 200 feet away. Embroidered on a polo shirt. Reversed out of a dark background on a proposal cover. If the logo holds its integrity across all of these, it will work everywhere else. Most logos are designed on a 27-inch monitor in full color at 500% zoom. They look beautiful there and fall apart everywhere else. We start from the constraints and design outward.