Lewis Silkin

Challenge

For over 65 years Lewis Silkin has provided legal services to businesses in the creative, sport, real estate, professional services, and technology sectors through offices in the UK and Asia. Most refreshingly they are renown in the industry for their ‘un-lawyer-like’ personality and the pragmatic advice they provide to their clients.

Our task was to revolutionise their brand, messaging and positioning in the legal marketplace, creating an engaging visual identity for the future, one that reflected the true essence of this vibrant business.

Solution

Following a firm-wide discovery phase involving internal and external client depth interviews, focus groups and a global employee survey, our team created a distinctive brand to reflect their culture and set them apart from other law firms.

As a key part of the project and supporting the firm’s global strategy, we transformed the face of the firm by developing complementary identities for each of the two business divisions: ‘Lawyers for the Creative World’ and ‘Global HR Lawyers’. This approach clearly demonstrates the firm’s focus on their specialist sectors and legal services; delivering what’s important to their clients.

The memorable marque, based on a kaleidoscope, personifies Lewis Silkin’s incisive ability to cut-through the clutter of ‘black-letter’ law to get to the solution with no nonsense, just clarity; the variety of colours representing the diverse abilities of their talented people. This logo is supported by a series of kaleidoscope graphics, with one for each practice area, so allowing each team to own a part of the brand.

Result

Lewis Silkin is a law firm with a difference and they now have a brand that communicates the diverse and unique nature of their business – innovative, collaborative and specialist. It cleverly unifies the two main business divisions, whilst allowing them to have their own personality.

The new brand has since gone on to win best overall visual identity, best visual identity from the professional services sector and best brand architecture solution at Transform Asia-Pacific 2016. Worthy recognition for a stand out brand!