HOGAN LOVELLS | VISUAL IDENTITY SYSTEM

A playful perspective brings a visual design system to life—and reinvigorates a respected global brand.

Introducing a new visual identity system—the full designer toolkit of logo, colors, fonts and unique graphic elements—is both a creative challenge and a corporate process. Our client, the legal firm Hogan Lovells, had already completed the first stage. Our task was to bring that system to life in a way that checked both the creative and corporate boxes. And boxes in fact played a surprisingly vibrant role in our design.

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Sometimes it takes a new look to reveal your true character

We’re experts at working within the system

Although designers generally prefer to, well, design, implementing a pre-designed visual identity system is by no means a cut and dried task. That’s especially true when the elements themselves offer dynamic possibilities, and the client is open to using them fully. We enjoyed our freedom to play with different angles, customization, cropping and scale to fully invigorate the new system and help Hogan Lovells reap the most value from their design investment.

Staying inside the box doesn’t have to be square

Research showed that for a law firm, Hogan Lovells was seen as “surprisingly innovative”—a brand attribute that inspired our design. Boxes figure prominently in the visual identity system, but our take on them is cropped, off-center or opening up like a gift. In fact, using the flexible components of the system through each touchpoint, we were able to generate a huge number of options that kept Hogan Lovell’s look fresh yet dignified in each iteration.

Teamwork, teamwork, teamwork

Throughout the process, we worked hand in hand with Hogan Lovell’s internal marketing and creative teams, continually touching base and aligning our goals so that the brand’s unique look could come to life as organically as possible.