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Generations Law Group
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Generations Law Group
Why we exist and why we are different.
We start with “Why we Exist.” Our passion is to help the members of multiple generation families lower their overall risk in their life and business by working together and giving them an amazing and incredible experience in everything we do together.
We are boutique law firm in Idaho that is focused primarily on serving people who are connected to multiple generations. For example, there are three main groups of “generations” we focus on and are designed to serve. The three generations are as follows…
• Gen 1 (first generation) – these are typically the generation prior to baby boomers…age group is usually over 65 years old. They are almost always retired and are enjoying their retirement years from either working or owning their own business. They have children, grandchildren, and in some cases great-grandchildren. They are the head of most families from a family generation perspective. They are much more traditional in their lifestyle and the way they grew up so they are less “connected” digitally and rely on people or traditional means to conduct business. They usually already have an estate plan of some kind in place that might need some adjustment based on life events.
• Gen 2 (second generation) – these are the children of the Gen 1 group and usually are between 50 and 65 years old…much more of a traditional baby boomer and later. They are still working in most cases or considering retirement. They also can be business owners who have owned their own business or taken over a family business from their Gen 1 parent. They are digitally connected and are very comfortable with using the internet. They travel and are looking to get the most out of life at this stage while health is good. They generally have children in the 20 – 40-year-old age group and are likely to have young grandchildren. They are more current and less traditional but still carry some of their parent’s traditional beliefs. They may have an estate plan in place but need to make modifications because of changes in their children’s age and life.
• Gen 3 (third generation) – these are the grandchildren of Gen1 and children of Gen 2. They are typically in the 30 – 50 year-old age group. They are working primarily in jobs but hoping to own their own business someday after they pay their dues at various jobs. They are very technologically and digitally savvy and do most everything through these methods. They are much more modern in their thinking and have little connection to traditional standards. They may have very young children, ages 1 – 16, and are heavily involved with other parents of the same age group. They usually have no estate plan in place and may not have considered it unless they have a young family. They still seek wisdom from both Gen 1 and Gen 2 as they figure life out.
There is one additional segment we are heavily focused on serving…Business Owners. These can be in all three generations but they have very specific and different needs when it comes to the law. They have the personal needs from their own generation but also have the needs of a business owner. They are focused on generating income for their immediate family unless they are in a family business. If this is a family business then they will also be concerned about the other members of other generations in addition to their own and the business.
Our image as a firm needs to be one of helping all 3 generations and business owners…from the modern to traditional…but heavier on the modern because of the demographics of our audience. If we have an “icon” for a logo it should tell a story about our ability to serve multiple generations and how they interact and are connected to one another. The “linkage” among the different generations is clearly something we are focused on and want to illustrate in our name, logo, and marketing communications.
The icon or “symbol” we would use for the business should communicate our desire to serve generations that are linked to one another and provide them with a spectacular experience when they interact with anyone in our firm.
Even though we are lawyers and help our audience through various legal strategies, we want to be viewed as being incredibly helpful to them in their lives and in their business. “Helping” is a key component of what we want to be known for and this should be communicated through our logo and our design elements (including colors). Law to us is a “strategy” for helping the people in multiple generations and the linkage between these generations.
We also focus on “Why we are Different.” Our two big differentiators as a firm will be our “Client Experience” that will be incredibly client-centric and designed to deliver a totally remarkable and memorable experience. The second differentiator is how we are the counsel to help families and loved ones in “multiple generations” leverage and work together to help each other with their legal needs.
While we focus on certain areas of the law, we are also the “country doctor” for our clients within these different generations. We may not provide the specific services in an area but we can help guide them through the process and connect them with reputable attorneys in these other areas. We are “connectors” to the outside world and help manage the “linkage” between individuals in different “generations.”
It is important to communicate this through our logo, our images, and our brand statements and taglines. Being able to set the tone that this is what we are about is critical. It can be illustrated through our colors, our name, and our logo.
We will use this to support all of our communications from a marketing perspective so it has to demonstrate this as much as possible as we combine it with other verbiage to emphasize our brand and differentiators.
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Inspiração de design
We are looking for designs that are simpler as opposed to complex. While some may be very creative, they can become too complex and difficult to understand or relate to. We need a logo that is memorable, something that stands out as different but very sophisticated and professional. Simple, clean, professional, and fresh.
We also wanted to make sure you didn't use a gavel, columns, scales, or other older style legal icons in your designs. We want something fresh and clean that is professional and stylish but not too "artsy" or wild since it is a law firm. We want more contemporary with a simple and clean look but very professional...and it has to be something that stands out when you see it rather than just a simple letter or icon that has been used over and over. Please be creative but within our guidelines.
We want to work with creative ways to show the "G" and the "L" as the logo. What we want is to have a very creative, stylish, unique, and memorable "G" that stands out and embedded into it in some subtle way the letter "L" if possible. This can be done through shading or an accent color or gray or some other creative design technique. But the predominant letter is the "G" that must stand out and capture your attention.
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