Bell&Atlas
About
A law firm run by two attorneys. They specialize in family law.
Who are their clients?
The firm's clients include individual clients who entrust them with resolving family disputes. So these are people who have lost their inner peace as a result of some event and are looking fora support and help in regaining their internal balance.
The Challenge
The purpose of visual identification was to create a belief in potential and current clients that a law firm is able to solve their problems and restore peace and harmony in their lives by obtaining a power of attorney in actions before the court. Identification should be industry-specific, expressing confidence, legal expertise and readiness to fight.
Colors
Brown - the primary color is meant to express calm, stability, support and knowledge. Ecru - complementary color, background color.
Typography
Franklin Gothic Bold, Regular
Logotype
Using the Franklin Gothic Bold font. The lettering is composed of the names of the partners, the letters of the name "Bell" have been rotated 90 degrees and aligned. The purpose of this procedure is to shorten the spelling in an original way and eliminate the common hyphen "&" between the names in the case of companies.
Visual Theme
The graphic symbol consists of two elements - a horizontal beam symbolizing a problem, threat, defense before a court, and a ball symbolizing a court case or a client's case. The aim of the law firm is to keep the client's life in balance, to regain balance, which is expressed in the proposed slogan "Regain the balance". The ideal result of the case, i.e. the services of the office, is to keep the ball in the center of the beam, i.e. in balance. The logotype is available in two versions - with and without a graphic symbol - then the ball is a dot at the end of the letters - the inscription.
When creating this logotype, I noticed that the industry was dominated by ancient motifs, i.e. blind justice, a very common motif of scales, judge's hammer, and finally Roman columns - as a reference to Roman law and other minor motifs in the style of a noble cabinet. In this way, most identifications try to show the authority of the legal profession, and thus they all focus on the advocate ...My idea is a different view, i.e. a graphic symbol that does not tell about the owners of the company, but about what they can offer to their clients, and thus regain balance in a crisis moment. The client must feel that at Bell & Atlas he is the most important, his problems, his requirements, his goals. This is what the law firm aims at as a service provider - it selects tools to meet the needs and regain balance.