SIMPLY LAW

How do you create a brand identity for a law firm without relying on the usual visual conventions of the industry? For attorney Markus Cerny, we set out to develop a brand that communicates legal expertise and precision while remaining approachable and human. No paragraph symbols, no Lady Justice, no heavy serif typefaces as supposed guarantees of credibility. Instead, we looked for a visual interpretation of what legal work is fundamentally about: understanding complex relationships, considering different perspectives, and ultimately creating clarity.

A MATTER OF LAYERS

Legal matters rarely come down to a single perspective. Different pieces of information, viewpoints, and legal principles need to come together to reveal the bigger picture. This idea became the foundation of our visual system. Horizontal lines of varying weights gradually merge to form a monogram. Individual fragments become a whole. A principle that runs throughout the entire brand identity, working both graphically and spatially.

TAKING A STAND

The visual identity combines warm sandy tones with an almost outrageously vibrant neon yellow. A typographic pairing of precise grotesque letterforms and a contemporary interpretation of classic serif typography adds another layer of contrast. The result strikes a deliberate balance between understated restraint and confident expression. A brand that doesn't hide behind the conventions of its industry but establishes a character of its own.

LAW IN MOTION

The corporate design is built around a flexible system that translates across a wide range of applications. The concept becomes particularly tangible in the firm's exterior signage: two superimposed layers create a monogram that shifts as the viewer changes position. Only through their interaction does the complete symbol emerge. A spatial interpretation of our brand idea, illustrating how a different perspective can sometimes make all the difference.