This project is for an alternative iteration of our current logo. We are a law firm which exclusively serves personal injury clients, primarily in Indiana, but across a four state area: Indiana, Illinois, Wisconsin, and Michigan.
We are in the process of implementing a complete website redesign and expanding our marketing campaign to online and DVD video delivery. Preliminary mock up iterations of our website design can be seen at the links below:
This will allow you to see our current logo and how our logo is being integrated into our website. Primary fonts used on the website are the font for our corporate logo, Trajan, and Cabin as a complimentary title/text font.
A copy of our current logo, and related stationary, is attached.
Our business involves communication with judges/attorneys/and other businesses (corporate communications) but it also substantially involves communication with a consumer market that spans many different demographics (18-80). This client base is anyone who has been injured through no fault of their own and needs help.
We are not abandoning our current logo or stationary, but want to create an alternative iteration of the logo for consumer communications (eventually we'll create alternative stationary, as well). This logo should more clearly communicate our area of expertise and practice, thus incorporating "Injury Lawyers" directly into the logo. This logo will be used for marketing communications to prospective clients, integration into the website (linked above), and will ultimately be animated for inclusion in web and DVD videos.
Although the current logo and the alternative iteration will seldom if ever appear side by side, they should be complimentary and immediately represent the same brand. We will not at present change current signage, which uses the present logo. Photographs on our website may also have pictures of the current logo as it appears on material in our offices, so it's important that these are complimentary and don't dilute our brand. The corporate logo should call to mind the consumer logo and vice versa.
That said, the alternative logo should be something that perhaps is a bit more "Web 2.0", although simplicity is also important. It should look good on stationary and print as well as web and video. It should communicate the "Injury Lawyer" designation as part of an integrated design element. It should also be something that animates well as a video intro/extro element.
As part of the complimentary concept: font for Wruck Paupore should remain Trajan. It is possible to incorporate a different font for "Injury Lawyers" if this is thought to work well with the design proposal.
Colors: Maroon and Black should remain for the firm name, although it could be possible to introduce a new color for the Injury Lawyers description if necessary (see website iterations for an overall color palette idea of our branding and color usage on marketing collateral). We should incorporate the maroon and black box in some capacity, although this can be placed elsewhere in the logo design or could be reimagined creatively into the general logo (bearing in mind that these need to be complimentary).
Another note: the "|" between Wruck Paupore in the current logo is a design element, not a part of the firm name, so it is not necessarily an element that needs to transfer between logo iterations. Creative use of a line element in the new logo iteration could instead include a horizontal instead of vertical line, stacking of the name vertically instead of horizontally, etc etc (these are only examples).
Finally, we started creating an alternative logo with our webdesign team. What they provided us (attached as a PDF) is emphatically NOT what we are after (i.e. simply appending "Injury Lawyers" to the current logo as a tag line below the current logo). We want something that integrates "Injury Lawyers" into the logo design as an important component, not an afterthought.
Thanks for your consideration.