GS Brar Law

GS Brar Law is a firm that is bold, innovative, approachable and about the community. I got the opportunity to develop a brand identity and promotional materials that embody these values.

September 2019 & Ongoing

Branding, Corporate

THE CHALLENGE

The brief presented by GS Brar Law outlined that this law firm wants to stand out by embracing brand identity. Gurjiwan, my main contact at the law firm, expressed that most law firms do not understand the significance of creating a brand identity and narrative for their companies. Gurjiwan wanted to change that. He emphasized that the law firm's identity should depict the firm's values, while avoiding typical law related icons.

The brief also informed me that this logo needs to be timeless and versatile so that it can be used in different environments and in different scales.

So, using my problem solving skills, I begin the process of creating an identity that embodies four main values - to be bold, innovative, approachable and about the community - and does not contain typical law icons.

THE PROCESS

When designing for a logo or brand, I always aspire to embody the values of the company in its logo. I ask the client questions such as "describe your company with three adjectives" or "what feelings to do want to evoke in your clients about your services and/or products?" This provides me with a starting point - from here, I know the energy I am designing for and it leads me to the next stage, which is research. Research includes browsing icons, letterforms, shapes and colours that embody specific characteristics. Finally, I sketch and mesh many ideas together. Based on the sketches presented to the client and their feedback, we proceed to digital renderings, brand colours and typefaces.

Snapshots of the process below include different concepts that were presented to GS Brar Law, along with the significance of their icons and typefaces. In stage 2, we continued with the chosen concept and began experimenting with brand colours.

Stage 1 Concept

Stage 2 Colours

THE SOLUTION

The final logo and brand identity that I presented to Gurjiwan was a design that stood out from all other identities in the law industry. The versatility of this logo allowed me to create many subtle background textures, using the logo itself, for other items I later designed for GS Brar Law, such as flyers, pamphlets and social media posts. The versatility also allowed this logo to be used in small spaces, such as printed material, along with larger spaces, such as the unit sign.

Finally, this logo accomplished the goal of embodying all of the company's values, while standing out from the industry. Working with GS Brar Law was a fabulous experience as I used my problem solving skills and learned how to develop meaningful relationships with clients.