Branding for digital law practice platform LegalE

LegalE is a digital law practice platform, designed to help lawyers take their practice to the cloud. The challenge was to come up with a memorable name and a unique visual identity which resonates with their unconventional idea.

The platform aims to introduce a digital arm into the legal world. Building on this principle, the name LegalE was derived, translating to the tech aspect of the legal world.

Brainstorming

Initial Ideations

The brand identity is an extension of the name LegalE. It further expands on the amalgamation of the digital and physical aspects of the legal world.

Brand Logo

The logo is a combination of physical and digital components with an added element of security. 

The logo consists of three elements –

1. Paper Clip representing physical documents

2. Laptop representing the digitalization of data

3. Thumbprint representing security of confidential data

Brand Colors

Black and white are the key colours used across the identity. Black signifies authority, seriousness and power while white symbolizes a new beginning. Black and white are also the most commonly associated colours with lawyers.

Teal and Yellow add a pop of colour to the palette. Yellow has been used as an accent colour to draw attention to different elements and add an element of interest. Greys have been used to balance out the palette.

Brand Typography

The typeface used as a part of the brand identity is Neue Haas Grotesk.

It was designed by Christian Schwartz, Max Miedinger and published by Linotype. Neue Haas Grotesk contains 22 styles and family package options. Varying contrasts and excellent legibility make this font a perfect fit for  LegalE’s design language.

It also resonates with the sharp corners and bold lines used in the logomark.

Custom Typography

We developed a custom typeface as an extension of the brand identity. Retaining the sharp edges and equal positive and negative spaces, the typeface has been derived from the logomark itself.

We then used the typeface to create some ligatures similar to the one used for LE in the logomark. This typeface is exclusive to the brand and can be used anywhere to promote the brand. 

Ligatures in the Custom Type

Brand Patterns

Pattern 1

Derived from repetition of 'LegalE' in the custom typeface

Pattern 2

Derived from QR code

Iconography

A custom icon set in the exclusive LegalE format was designed to further scale the brand identity. Using bold forms and sharp corners, these icons resonate with the logomark and are unique to LegalE. They have been widely used across the platform as well as the website.

Custom icons help reinforce the brand through their communication. While these icons are exclusive to LegalE, they are simple and unambiguous.