PHASE I of Logo Design– THE INTERVIEW
Gold River Family Law came to us with some specific ideas of what they wanted – and what they didn’t want – for their logo. The firm wanted to stand out from other family law practices so staying away from cliché or commonly used imagery was number one on the list. We are always aiming to provide our clients with logos and branding tools as unique as they are so, of course, were 100% on board with that request. The firm also wanted a logo that would reflect their professional but approachable style. Lastly, since many people begin looking for a family law attorney in tense times, it was very important that we design the logo with their clients in mind – e.g. no imagery that would further exacerbate stress.
In addition to fulfilling these requirements, we wanted to create a logo for Gold River Family Law that would communicate the firm's particular approach to their client’s problems. The firms attorney's are problem solvers who looks at the whole picture in order to find solutions. Most importantly, Gold River Family Law believes that the role of an attorney is to help their clients to put the pieces of their lives back into place during turbulent times.
PHASE II of Logo Design – RAW DRAW
With this very clear brand image in mind, we began exploring sketches that would meet all of the firm's needs and effectively communicate their business strategy. Among others we played with ideas that incorporated strategy games like chess, the problem solving aspect of puzzles, the personal element of family law and concepts for achieving long term goals.
PHASE III of Logo Design – COMPUTERIZE & REVISE
The images that communicated the most solution oriented and holistic approach were taken to the digital rough stage. The first option was to do away with a pictorial representation altogether, and go with a logotype on its own. For this option, we went with a san-serif font to communicate stability and professionalism. The second option, squares falling into place, was inspired by combining the ideas of problem solving and strategy. The third option, the building blocks, were meant to convey cooperation and strength. The last logo image, a road going over a hill and disappearing into the distance, was developed with the company's long term approach to problem solving in mind.
In reviewing the logo options with the client, everyone agreed that the second option, squares falling into place to create a cohesive whole, best communicated the brand image. The concept needed a little something extra, though. During the revision process we combined the image with type and we had a winner.
PHASE IV of Logo Design - COLORATION TRANSLATION
In the last phase of design, we explored color options. We agreed that the tone of the logo and the overall website design needed to be calming so as not to exacerbate what could already be a stressful situation. Further, it was important that the color reflect the support and assistance that Gold River Family Law offers its clients.
PHASE V of Logo Design - NEAT & COMPLETE
The final logo that you see here represents the Gold River Family Law brand on multiple levels. The pieces falling into place say that the company recognizes the different individuals and personalities that come into play in family law cases. It makes a promise to look at the whole picture and to bring order and unity to a fragmented problem. The square, with four even sides and 90 degree corners represents strength. The alternating colors are reminiscent of a chess board since the firm is always looking three moves ahead in their strategizing. The cool analogous blue colors are both calming and professional. Warm pops of purple are inviting and hint at the firm’s uniqueness. The “G” and “R” combine seamlessly to form aesthetically pleasing and friendly imagery while serifs preserve the professionalism of the original font. A roman typeface offers the option for many format combinations while also portraying strength and professionalism.