First Place
Second Place
Third Place
Honorable Mention
First Place Winner
Next Generation Cairncross and Hempelmann (Champersand), Cairncross & Hempelmann
Summary
Whenever the firm decides to refresh our identity (and/or logo), we always take a number of things into consideration:
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How can we better what we already have?
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What has changed at our firm since the last re-branding?
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What is unique to us that we can highlight?
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What can we hold out that helps to define “us”?
For research, we interviewed clients about perceptions of our firm — strengths and weaknesses, personality and why they choose to work with us. We also conducted internal research to evaluate how our firm has changed during the 10+ years since the previous identity launch.
The new logo was inspired by the concept that Cairncross & Hempelmann is about inclusiveness first and foremost — the manner in which we work with clients, as a team, within our community. Moreover, we wanted the new logo to be clean, modern and flexible. The new design allows us to make use of space in a way that our old logo did not, it allows our firm name to be readable (stacked vertically or horizontally), and it allows us to attach the logotype to other items to further highlight the idea of inclusiveness.
We immediately launched a simple advertising campaign and created various CH& promotional materials.
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Second Place Winner
Anywhere. Anytime. Any Courthouse. — Bowman and Brooke's 25th Anniversary Commemorative Book, Bowman and Brooke LLP
Summary
Anywhere. Anytime. Any Courthouse. is a coffee table collection of courthouse photographs where our lawyers have picked juries and in most cases, went to verdict. It was to demonstrate our national reach and experience, which includes more than 650 trial teams in 350 courthouses, which we believe to be core to our firm’s identity and a differentiator.
We sent the book to 1,000 individuals — our best and longstanding clients, many of whom sent us to these courthouses; “friends of the firm.”
This exercise also allowed us to clean up our firm trial history records. We are now able to quote specific data, including the fact that we’ve tried cases in 54 different California courthouses.
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Third Place Winner
Updating an Identity, Christensen O'Connor Johnson Kindness PLLC
Summary
Traditionally, the firm has relied on referrals and a strong reputation to generate new business. However, in the face of changing market conditions, the firm hired its first Marketing Director in 2008. The long-term goal was to overhaul the firm's entire approach to marketing and business development. The first step in this process was the development of our new firm identity and brand.
The main message was excellence in IP law is the product of an unwavering commitment to value, foresight, and quality relationships. The firm is the bridge between precedent and possibility. New tagline: Your Innovation Partners
Implementation was through an entire overhaul of all firm collateral material, including marketing collateral, firm stationary and the website. The final product is a bold, compelling mark that has high visual impact.
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Honorable Mention
Borden Ladner Gervais LLP Brand Evolution, Borden Ladner Gervais LLP
Summary
Upon examination of how effective our logo was, we concluded there were several practical shortcomings. We decided it was appropriate to change our logo in conjunction with our 10th anniversary and firm retreat.
We needed to develop an identity that visually represents the values which our firm so fiercely upholds. The main message is “commitment and drive to deliver results” using the new visual identity of a modern and action-oriented logo as well as the utilization of metallic gold as a primary color we delivered on the main message.
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