It starts with values and vision: yours. We get to know why you started your business and the promise of your brand, then translate that into a memorable, distinctive identity that looks razor-sharp in any medium.
Interviews and research into your values, clients, market and competitors.
A clear statement of what you stand for, and a tagline that captures it.
Logo, type, colour and supporting elements, built with professional-grade technique.
Guidelines and files for web, print, signage and everything in between.
We have been building brands since 2004: logos, taglines and complete identity systems for law firms, investment managers, technology companies and public-sector organizations. Law firm branding is where we are best known in Toronto. We have worked with more than 150 firms, from new practices opening their doors to established firms ready for a refresh.
Good branding starts with research, not sketches. We get to know why you started your business, what your clients value and how your competitors present themselves. Then we design an identity that says something true about you and looks razor-sharp everywhere it appears.
Every project begins with intensive research. We interview partners and key staff, review how your competitors present themselves, and look at the clients you want more of. From that we write a clear statement of what your firm stands for and who it is for. That positioning guides every decision that follows, from the tagline to the colour palette, so the brand is built on substance rather than taste.
A logo is recognized; a tagline is remembered. We write short, distinctive lines that capture the essence of a firm in a few words. A line like Smith Litkowski’s “The Battle Begins” tells a prospective client more about a criminal trial and appeal firm than a paragraph of credentials ever could. We test every line against your positioning and against what your competitors already say.
We have designed more than 70 logos, each drawn to work at every size, from a browser tab icon to building signage, in full colour and in one colour, on screen and in print. We use professional-grade design techniques so the artwork stays crisp and balanced in every medium, and we design wordmarks and symbols that still feel current years after launch.
A brand is more than a logo. We build the full system around it: typography, colour palette, photography and illustration style, layouts and supporting graphic elements. Then we apply it to the pieces you actually use, such as business cards, letterhead, presentations, email signatures and reports. For Instar Asset Management, our work extended from the brand and website to designed reports.
Not every firm needs to start over. Many of our projects evolve an existing brand: modernizing a logo, tightening the colour palette, or rewriting the positioning while keeping the recognition you have already earned. Our work with Kirby IP refreshed both the website and the brand of an established intellectual property firm without losing what clients already knew.
We deliver brand guidelines and a complete set of files for web, print, signage and everything in between, so your team, printers and other suppliers apply the brand consistently. We also help roll it out across your website, Google Business Profile, LinkedIn and directory listings. A consistent identity everywhere is good branding, and it also helps search engines and AI tools recognize your firm.
Your brand is the first impression on every channel: your website, search results, AI answers, your signage and the business card handed across the table. We’ve noted your interest and opened a short form at the bottom of this page with Branding already selected.
Go to the form
Your values, audience and competitors shape every design decision.
Short, distinctive lines that capture the essence of your brand.
Professional design techniques so it holds up in every medium.
Modern lawyer and law firm branding is a core strength.
Most law firms describe themselves in the same words: experienced, dedicated, client-focused. When every competitor says the same thing, your brand is how a prospective client tells you apart, often before they read a word.
Lawyers who leave a larger firm to start their own practice need credibility from the first day. We worked with Smith Litkowski to create the brand and website that launched their criminal law practice. We know how to make a new firm look established without pretending to be something it isn’t.
A criminal defence firm, an IP boutique and a family law practice should not feel alike. Clients of each are in a different frame of mind, and the brand should meet them there: confident and combative, precise and technical, or calm and reassuring. We design for the client you serve, not for a generic idea of what a law firm looks like.
Partners join and leave, firms merge, and names change. We design brands with that in mind, with identity systems that can adapt to a new name or a new office, and we help plan the transition so clients, referral sources and search engines all follow you to the new brand.
Taglines and brand claims are marketing, so the Law Society of Ontario’s rules on marketing legal services apply to them. We write lines that are distinctive and still accurate and verifiable, and we avoid terms like “specialist” unless they are earned through certification.
Years developing brands for companies, organizations and firms.
Logos designed, with taglines that make them memorable.
Law firms worked with. We are well known for lawyer branding in Toronto.
Your brand is the first impression on every channel: your website, search results, AI answers, your signage and the business card handed across the table. We’ve noted your interest and opened a short form at the bottom of this page with Branding already selected.
Go to the formFour quick steps. Tell us about your firm and whether you’re starting fresh or refreshing a brand you already have.
If a new website is part of the plan, select Website Design too. Brand and site are often designed together so they launch as one.
Prefer to talk now? Call 416-862-1932.