I was commissioned to create new brand identity for OPIE International Technology Lawyers, a firm based in Munich, Germany, who provide operational, tactical and strategic advice across a broad range of issues facing technology-centric companies.
The new identity needed to reflect a high level of professionalism, to feel safe, reputable and trustworthy, yet also convey a modern and dynamic tone.
Identity and positioning are always relative to the industry and space they are likely to be seen in; so amoung corporate brands and law firms, creating something which feels more ‘dynamic’ than it’s competitors requires a far softer approach than say creating an energy drink which feels dynamic! Elements such as font choices and brand colours can be very useful in fine tuning this positioning.
We decided the logo itself needed to feel somewhat understated and professional, while the submark would provide a more dynamic visual element to use in appropriate situations.
The overall result is a brand which feels sleek and modern, appropriate for the industry it serves and dynamic without losing the sense of seriousness appropriate for a legal firm.
