SMH corporate identity

4 lawyers formed a new company and needed a new identity. After a series of consultations regarding their uniqueness we came with the idea of a more human empathic lawyers. Not the kind in all the lawyer jokes you hear around. This had to show in the identity of the company.

Research

We used mind-mapping to come up with relevant keywords for the identity. We had around 40, but boiled them down to 5.

Second step was semantic analysis. Since the name had to include all the partners, there was a question of the order. Based on linguistics and how well it rolled of the tongue we settled on: Smolikova Mikulas Hendrich.

Colours

Now came the colour scheme. We connected the keywords to colour association via Cymbolism.

colour associations

Logo concepts

We came up with 3 versions of the logo.

The first one used a circle as a caring protecting concept. The second one emphasized the strength of all the partners combined, and the third one's idea was that not all is black and white and you have to read between the lines - that is why it was inverted with the letters SMH in white(space).

SMH logo concepts

SMH logo concepts

Final logo and stationery

Concept number three was the winner. Because of the feel as well as the need for an ink absorbing qualities we chose Conqueror Laid pearl paper. It is light grey with slight ribbed texture. We used screen-printing on all stationery.

SMH logo final

Final version of the logo.

SMH stationery

Stationery

SMH stationery

Stationery

SMH stationery

Stationery