Attorney Ben Patterson assumed a leadership role at his law firm in 2019, and immediately took steps to bring the law practice into the 21st century. As an established law firm with an older clientele, the firm had very little in the way of a brand identity. Patterson sought out my assistance in creating a visual brand identity that was modern, structured, and trustworthy.
A Feather for your Thoughts
Eschewing the stereotypical monogram or over-done symbols of the judiciary system common to law firm logos, the symbol of the feather was carefully chosen for Fleisher-Patterson Law.
The concept for this symbol originates in ancient Egyptian mythology. In their tradition, on a person’s journey to the afterlife, they had their heart weighed against the feather of Maat, the goddess of truth and justice, to see if they were true, good, and pure enough to pass through into the realm of the dead. As a law firm that specializes in wills, trust, and estate planning, a symbol that represented both justice and peaceful passage to the afterlife suited the practice perfectly.
The style of the logo is structured, modern, and clean. To complement this logo, we selected a color palette inspired by the natural beauty of Colorado landscapes. The brand identity is rounded out with a typography set that is professional, structured, and highly legible, out of respect for clientele with vision impairments.
Patterson was in need of a very simple set of tools to expand his brand into the client communication space. As a firm that operated mostly in person (pre-2020) their needs skewed more towards printed communications. To keep things simple, I developed a set of templated business card, letterhead, and small direct-mailer advertisements that any member of the law firm could easily utilize with any desktop publishing software.