DM5 is a commercial law firm based in Johannesburg. The brief was to develop an enhanced DM5 logo identity inspired and adapted from an existing logo, retain DM5 primary colours in a new logo adaptation. Another alernative was create a completely new identity.
Old Logo
The following logo options presented to client where adapted from the original DM5 logo, with minor
enhancements to make the new logo more balanced and unified graphically. These enhancements include:
A serif typeface is kept as a logotype, consistent with the original logo
The “5” is reworked to sit comfortably in relation to the “M” and gradient/fade removed to
ensure ease of use for different applications and printing techniques
We also used DM5 colour palette to have a seamless transition from the original logo
In addition to some inhancements, I further incorporated the 5 dots from the original logo.
I drew inspiration from the Magnifying glass to use as symbol for looking closer into detail or getting more understanding,
to highlight one of Dm5’s core business of helping clients understand the “fine print” and business contracts.
to highlight one of Dm5’s core business of helping clients understand the “fine print” and business contracts.
I used DM5 as interconnected type, forming a monogram graphic. The serif inspired monogram is rendered using smooth
sinuous curves creating, an elegant and feminine, yet bold logo
sinuous curves creating, an elegant and feminine, yet bold logo
Sketches based on a revolutionary approach rather than evolutuion
I took a revolutionary approach to the following design by rendering “DM5” as simple graphic shapes inspired by African patterns.
The simple shapes representing D, M and the V (roman numeral 5)
