Beyond Legal Norms

Adaptive logos

Carbon Smolan Agency has created a new corporate identity for Kramer Levin that is a significant departure from what other legal firms have always employed. A new KL symbol or monogram is the centerpiece for the new system, whereas most legal groups simply use wordmarks built from partners names, set in a very serious serifed face.

Adaptive logos

The KL mark also opens up opportunities for patterning and other, much bolder graphic and color treatments. From Carbone Smolan: “[The] design for the identity... reflects Kramer Levin’s core brand characteristics of ‘proactive,’ ‘creative,’ and ‘pragmatic.’ [...] The new brand is made even more distinctive with a color palette unusual for the legal space and an expressive, full-color portrait style for attorney headshots.”

Adaptive logos

Adaptive logos

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