Conceptual work for a solicitor client of ours that is requiring new identity, branding and printed literature. With this serif based, alternate option, we wanted to follow a more tradtional/classical style that is perhaps more in keeping with their existing branding style. Although the want a complete departure from their existing branding, in terms of asethic, we couldn't ignore that they had adopted a tradtional serif-based approach to their existing logo. It was, of course, prudent to cultivate more than one option, and design, style when presenting the identity concept to the client.
