{"componentChunkName":"component---src-templates-project-js","path":"/design/CERNY-LEGAL","result":{"data":{"project":{"title":"CERNY LEGAL","slug":{"current":"CERNY-LEGAL"},"what":["BRAND STRATEGIE","CORPORATE DESIGN"],"client":"CERNY LEGAL","when":"2025","content":[{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"8c87f58ce513","_type":"block","children":[{"_key":"e545d1f0d22c","_type":"span","marks":[],"text":"RECHT\n EBEN"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"2a724da329f3","_type":"block","children":[{"_key":"5908c8ce6e39","_type":"span","marks":[],"text":"SIMPLY LAW"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"0c19e7b08065","_type":"block","children":[{"_key":"55a4f1f5685b","_type":"span","marks":[],"text":"Wie gestaltet man die Identität einer Rechtsanwaltskanzlei, ohne auf die üblichen visuellen Codes der Branche zurückzugreifen? Für Rechtsanwalt Markus Cerny wollten wir eine Marke entwickeln, die juristische Kompetenz und Präzision vermittelt, dabei aber zugänglich und menschlich bleibt. Keine Paragraphenzeichen, keine Justitia, keine schweren Serifenschriften als vermeintliche Garanten für Seriosität. Stattdessen suchten wir nach einer visuellen Übersetzung dessen, was juristische Arbeit im Kern ausmacht: komplexe Zusammenhänge verstehen, unterschiedliche Perspektiven einnehmen und daraus Klarheit schaffen."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"3dccdf953a20","_type":"block","children":[{"_key":"35e22de0c9af","_type":"span","marks":[],"text":"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."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"5404fd7805bb","_type":"block","children":[{"_key":"27511aefef36","_type":"span","marks":[],"text":"EINE FRAGE DER EBENEN"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"e0c71ab7cef3","_type":"block","children":[{"_key":"817608720ce5","_type":"span","marks":[],"text":"A MATTER OF LAYERS"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"b7c699c22e45","_type":"block","children":[{"_key":"011a42c3fc5c","_type":"span","marks":[],"text":"Rechtliche Fragestellungen bestehen selten aus einer einzigen Wahrheit. Unterschiedliche Informationen, Perspektiven und Grundlagen müssen zusammengeführt werden, um ein vollständiges Bild zu erhalten. Diese Überlegung wurde zum Ausgangspunkt unseres visuellen Systems. Horizontale Linien unterschiedlicher Stärke verdichten sich Schritt für Schritt zu einem Monogramm. Aus einzelnen Fragmenten entsteht ein Ganzes. Ein Prinzip, das sich durch die gesamte Markenidentität zieht und sowohl grafisch als auch räumlich funktioniert."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"1d07a885ed9b","_type":"block","children":[{"_key":"5ec8f64d7b93","_type":"span","marks":[],"text":"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."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"dc7507efe9a3","_type":"block","children":[{"_key":"b55036f150dc","_type":"span","marks":[],"text":"MIT HALTUNG"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"13da4da62892","_type":"block","children":[{"_key":"c867a186a1ba","_type":"span","marks":[],"text":"TAKING A STAND"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"8512f6b7a9f6","_type":"block","children":[{"_key":"3a3889a0bde3","_type":"span","marks":[],"text":"Die visuelle Identität verbindet warme Sandtöne mit einem fast schon unverschämt leuchtenden Neongelb. Dazu eine typografische Kombination aus präziser Grotesk und einer zeitgemäßen Interpretation klassischer Serifenschriften. Das Ergebnis bewegt sich bewusst zwischen sachlicher Zurückhaltung und selbstbewusstem Ausdruck. Eine Marke, die sich nicht hinter den Konventionen ihrer Branche versteckt, sondern eine eigene Haltung entwickelt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"1f4bd9573ee3","_type":"block","children":[{"_key":"3d75a5469e95","_type":"span","marks":[],"text":"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."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"895bb54bf7d5","_type":"block","children":[{"_key":"9b2ddbf39800","_type":"span","marks":[],"text":"RECHT IN BEWEGUNG"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"da854d131e99","_type":"block","children":[{"_key":"5776c51f9a81","_type":"span","marks":[],"text":"LAW IN MOTION"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"5bcae1ae9979","_type":"block","children":[{"_key":"5127d3f4329f","_type":"span","marks":[],"text":"Das Corporate Design ist als flexibles System angelegt, das sich auf unterschiedlichste Anwendungen übertragen lässt. Besonders deutlich wird die Idee beim Kanzleischild: Zwei übereinanderliegende Ebenen bilden ein Monogramm, das sich mit dem Blickwinkel der Betrachter*innen verändert. Erst durch die Überlagerung entsteht das vollständige Zeichen. Eine räumliche Interpretation unserer Markenidee, die zeigt, dass ein anderer Blickwinkel manchmal den entscheidenden Unterschied macht."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"4473e09a31b1","_type":"block","children":[{"_key":"475869ac14b9","_type":"span","marks":[],"text":"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."}],"markDefs":[],"style":"normal"}]}}],"images":[{"__typename":"SanityVideo","videoUrl":"https://player.vimeo.com/progressive_redirect/playback/1237264191/rendition/1080p/file.mp4%20%281080p%29.mp4?loc=external&log_user=0&signature=f0c9ead20788a5f073ea56bdf542907c758d832adc2cffefe2c289516e8906d9"},{"__typename":"SanityMainImage","alt":"Cerny Legal Branding and Corporate 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