This past February, I spoke about about law firm logos at the TLA (Toronto Lawyers Association). This event was an initiative of 'Keeping it Social: Practice development for lawyers TORONTO', a LinkedIn group collaboration between Bekhor Management and TLA. Practising lawyers and articling students in Toronto are welcome to join: https://lnkd.in/eTDaTcX These are my presentation slides.

1. SANDRABEKHOR@BEKHOR.CA
TEL. 416.969.9600
Keeping it Social: Practice development for lawyers TORONTO
Logo Design and Development:
From Start to Finish & a Case Study

2. Seminar
Agenda

3. Agenda
•Introductions
•Logo exercise
•Case study
•What is a logo
•The development process
Agenda 3

4. Logo
Exercise

5. 5
But first a little fun!

6. 6

7. 7

8. Case
Study

9. 9

11. 11

12. 12

13. What is a
Logo

14. A logo is…
•A symbol
•Memorable
•Compelling
•Legible
•Evergreen
•Current
•Practical
An effective law firm logo stands for something.
What is a logo 14

15. The categories
1. Wordmark
2. Icon
3. Acronym
4. Inside a Shape
What is a logo 15

17. The categories
1. Wordmark
2. Icon
3. Acronym
4. Inside a Shape
5. Heritage
What is a logo 17

18. 18

19. The categories
1. Wordmark
2. Icon
3. Acronym
4. Inside a Shape
What is a logo 19

20. 20

21. The categories
1. Wordmark
2. Icon
3. Acronym
4. Inside a Shape
What is a logo 21

22. 22

23. Font characteristics
•Caps
•Serif
•Weight
•Width
•Legibility
•Style
•Pairings
What is a logo 23

24. 24
Source: Class with Mack: http://msmacksrhs.weebly.com/

25. Messaging spectrum
What is a logo 25
Literal Abstract

26. The
development
Process

27. Logo development process
Logo development process 27
Research
Competition
Audience
Sector
Marketplace
Direction Concepts Analysis Revisions Launch

28. Logo development process
Logo development process 28
Research Direction
Difference
Fonts
Colours
Layout
Name
Tagline
Concepts Analysis Revisions Launch

29. 29
Brown
vs
Brown Litigation
vs
D. Jared Brown
Professional
Corporation
Logo includes tagline
Logo includes an icon
Font is a combination of serif and
sans serif, both of which are all caps

30. 30
This logo is a
wordmark. There is
no accompanying
icon.
1. It was predetermined to place emphasis on the word action.
2. Logo direction was to deliver a message about clinic mission
(self care, the anti-program and relationships).
High contrast colours were selected
at the direction stage.

31. Logo development process
Logo development process 31
Research Direction Concepts
Rationale
Black & white
Large & small
Variations
Analysis Revisions Launch

32. 32
The Icon
represents a
10,000 foot
view. It is
comprised of a
series of
bisected
shapes,
representing
information.
The overall
style is precise,
logical, fluid
and
dimensional.
The larger,
rounded square
symbolizes an
outcome.
Font: A modern, sans serif font projects a straightforward, open
and confident approach. The “R” has been modified to balance
the unique “W” to communicate modern sophistication balanced
by establishment. The tagline is set in a contemporary all-cap
square serif font communicating strength and gravity.
Colour: After the firms’ namesake “Brown” is a rich, dark chocolate and
it is complimented with a vibrant, fresh green.

33. 33
The abstract “o” refers to “coming full circle” with respect to
health. It is formed from two abstract arms reaching in,
representing movement and support. The distinction between
the individuals is emphasized with the two colours.
This concept communicates progression, treatment, results and wellness.
The
typeface is
friendly yet
structured.
Century
School
book font is
known for
its legibility
and
generous
form.

34. Logo development process
Logo development process 34
Research Direction Concepts Analysis
Testing
Association
s
Feedback
Applications
Revisions Launch

35. 35

36. 36

37. Logo development process
Logo development process 37
Research Direction Concepts Analysis Revisions
Colour
Font
Footprint
Launch

38. Logo development process
Logo development process 38
Research Direction Concepts Analyze Revise Launch
Internal /external
Online /offline

39. Questions &
Answers

40. SANDRABEKHOR@BEKHOR.CA
TEL. 416.969.9600
Keeping it Social: Practice development for lawyers TORONTO
Logo Design and Development:
From Start to Finish & a Case Study