The rebrand of law firm Robinson+Cole preserves its strong traditions while revitalizing its image to stay contemporary. The firm prides itself on adapting to the times, as reflected in its brand system.
The rebranding project (above) borrows elements of both prior word marks while responding to firm management's desire for a logo with more sophistication.
The typeface chosen for the rebrand is Priori Sans OT (Bold). While considered a sans-serif typeface, its terminals give it a classic undertone as seen in the capital R and lower case t and l.
The bold letters of the font family make it easily legible, while also creating a sense of stability
and equality between the brand's two names. For the rebrand, subtle changes were made to
other letters.
The terminal in the leg of the uppercase R is mirrored in the lowercase l and the custom-made "amperplus." The foot of the lowercase b is smoothed and curved to better match the other round letters used in the word mark. Likewise, the dot in the lowercase i was made into a circle instead of the diamond shape used in the typeface. The uppercase C was constructed using the more circular shape of the uppercase O to complement the prominence of the round lowercase letters.
The amperplus was created as a fusion of the ampersand (&) from the older brand and the
plus sign (+) from the first rebranding. Starting with the plus sign, a calligraphic curve was added to make it look more handwritten. After further rounding the curve, the stroke was connected to create a more aesthetically appealing negative space. To stay true to the personality of the typeface, the right bar of the plus sign was angled, and a terminal was added on the bottom of the plus. With the shape established, the thickness was increased to match the bold version of the typeface.
The colors used in the rebrand combine the blue and gold from the older brand and the green from the first rebranding. All colors are equally vibrant which proved useful when adding secondary elements such as patterns.
Source of mockups - Envato Elements
