MARIA CECÍLIA BRAND IDENTITY DESIGN BRAZIL, 2021
✦ PRESENTATION UPDATED IN 2024
A clear and dynamic visual identity for an innovative lawyer in Data Protection.
Maria Cecília, a lawyer specializing in privacy and data protection, has an enriching academic and professional trajectory, which allows her to look at the subject from various perspectives. She shares her knowledge through articles, videos, lectures, courses, and consultancy, standing out for her clarity in addressing complex issues and for the dynamism in conducting her career. The challenge was to create a visual identity that reflected her legal experience, while simultaneously conveying a young and disruptive approach.
DISCOVERY
During the initial research, three essential brand characteristics were identified to guide design decisions:
EXPERTISE - Several years of specialization, work and significant international experiences have positioned Maria Cecília as a data protection expert.
AMPLITUDE - A professional who uses her experience to analyze the data protection area with a broad view.
CLARITY - Her mission is to educate and empower others with a simple but profound approach, thereby helping individuals understand complex issues easily through teaching and consulting.
GOALS & SOLUTIONS
With the brand's personality characteristics clarified, the next step was to think about strategies to effectively communicate them through visual identity.
LOGOTYPE - To maintain the brand's connection with academic and legal visual codes, I chose traditional lettering with light serifs. The use of uppercase letters aids in conveying a sense of confidence and maturity. As a supporting graphic element, a simple monogram was designed from her name. The main shape is an oval "C" that contours the letter "M" with the fluidity of a signature made with a flat tip pen. This monogram will be useful to represent the brand in small spaces.
GRAPHICS AND COLORS - I aimed to illustrate the privacy area with a granulated texture and small dots to refer to blurred images and the diffusion of data. The elliptical shapes provide dynamism for a professional who is always on the move. The chosen colors for the brand are diverse and vibrant. These colors add a youthful and lively feel, expanding beyond the typical visual style in law. They also illustrate the versatility of a well-rounded professional.
TYPOGRAPHY - I chose a simple geometric sans-serif font to keep the text straightforward. I opted for a narrower font to conserve space in lengthy texts and social media posts.
