Law firms are not usually known for their striking identity designs. In fact, it seems as though most strive to be uniformly unremarkable. The law firm Simmons & Simmons recently began to differentiate itself by stressing its key attributes of partnership and collaboration with the help of design office SomeOne.
The designers visualized those abstract attributes by using the patterns formed by murmurations. This phenomenon occurs when hundreds or thousands of birds swoop and fly in intricately coordinated patterns in the sky. Even when shown as a still picture, the patterns—which change depending on the application—suggest amazing innate collaboration. The designers also use animations to show the law firm’s monogram and wordmark forming out of organized chaos.