NEXTLAW | BRAND IDENTITY
Nextlaw means next-level for the world’s largest law firm.
Given Dentons’ matchless track record of growth and innovation, it was exciting but not surprising when their aptly-named Nextlaw introduced an enlightened model of shared resources any law firm can easily access, saving costs and maximizing efficiencies. In crafting Nextlaw’s brand identity we needed to strike the right balance between gravitas and forward momentum—and keep that momentum going
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How can a new brand identity point the way forward?
For Nextlaw, it pays to launch from the past
When you’re a new business unit of Dentons you should absolutely leverage the well-established brand strategy and visual identity of the world’s largest, most innovative and in their own terms “polycentric” law firm. But where do you start, what do you keep and how do you make that work for you in a way that’s both visionary and confidence-inspiring?
Anchors can become arrows
Although we were given free rein to develop Nextlaw’s brand identity, we felt confident that we could create a distinct look within the Dentons brand anchors of color, font and form. And when we saw that the Dentons brand guidepost could be reimagined to form a future-pointing arrow, it felt like an organic and wholly brand-appropriate choice.
Keep steering ahead
The Nextlaw logo, with its subtle but clear reference to Dentons, exists within a modular logo system that was designed to support multiple business units. Because when you’re working with a global force like Dentons, you can be reasonably certain that growth is always on the horizon.
