Advocacy today – it can be different
Branding for a lawyers’ office in Bucharest – Stoian and Rotari law office
Law is a sensitive subject when it comes to branding. There are many reasons for this, and they all converge toward the concept of trust—a fundamental element in this field, yet one that is difficult to build.
In Romania, there are a number of law firms with tradition. But since our democracy is relatively young, this tradition is limited and cannot be compared with that of Western firms or those across the ocean. The brand identity typical of this field leans toward sobriety. The visual style has traditionally relied on a rather dry, austere approach, occasionally enlivened by strong colors (red, blue, etc.), but always maintaining distance.
One could even say that this field, in Romania, has not kept pace with the “times”—that it is not connected to the technological boom or to the social and cultural paradigm shifts. The sober, closed-off style persists.
At Toud, we are building a new, different perspective for a young law firm.
We care – this is the starting point of the entire process of creating a brand identity and a visual image; it is the essence of the brand.
We believe that differentiation in this market comes from involvement—how responsible a law firm is, how deeply it engages, how much it cares about delivering work that is perfect, impeccable for the client. This is not a cliché; it is a shift in paradigm within this profession, a connection to the new world, in which services can only exist if they are of superior quality.
Starting from this concept, we began building the brand. Below you can see stage two: the visual identity—logo proposals, fonts, and mockups meant to help the brand follow this direction: “we care”.
The starting points of the visual development were the following:
simple / trust / transparency / dedicated / clean / impeccable / human / listens / smart / finds solutions
Leave a Reply
Want to join the discussion?Feel free to contribute!