HWL Ebsworth Lawyers
Brand Development
When two of Australia’s leading commercial law firms combined forces to form HWL Ebsworth, Lemonade was given the task of creating a new brand that would position them as a modern, dynamic and prestigious law firm.
The new brand had to be modern and unique cutting through the barrage of typical law-based imagery and branding. It needed to symbolize a fresh start and the merger of two of Australia’s most respected law firms. It was also important that equal emphasis would be placed on each firm.
The solution was to create a simple yet unique typographic word-mark that linked the two names through the letters ‘L’ and ‘E’. This configuration referenced the previous Ebsworth & Ebsworth logotype while the letter ‘W’ tied back to the previous HWL logotype. This approach ensured that some equity from both firms was retained from the past but presented in a way which is contemporary and progressive.
A unique supporting visual language referencing bank notes and financial documents has been created to suggest a progressive, dynamic and forward-thinking law firm.
The application of dark warm gray has qualities of being professional, sophisticated and reliable, while an olive green represents the commerce component of the firm without being too fashionable or in the ‘now’. The result is a contemporary brand mark which is fresh, timeless, confident, memorable and supports their new positioning.
Services used
- Brand Research
- Brand Positioning / Repositioning
- Brand Development
- Corporate Identity / Logo Design
- Corporate Collateral Development
- Squeeze™ Session