This is a brand identity design created by the global law firm White & Case in collaboration with Uncommon Creative Studio. It expresses the organization's capability to handle complex legal issues through the concept of 'energy.' The visual system is composed of a logo featuring diagonal lines, a custom serif typeface, the color Catalyst Blue, and photographs capturing movement.<\/p>\n\n\n\n
Photos display energy in two ways. Portrait photography captures human movement under a spotlight. Photos featuring global infrastructure vertically stretch parts of the image to create a flow-like data appearance. The same image processing rules are applied to diverse subjects, such as wind turbines and cityscapes. To achieve this, a dedicated tool called 'Energy Studio' was also developed to apply unique effects to photos.<\/p>\n\n\n\n
The new logo is inspired by the inscriptions on Trajan's Column and Roman stone carvings. It features densely stacked letters and strokes cut diagonally. These diagonal lines extend to the custom serif typeface for titles. The ampersand between the names serves as an independent symbol for use on screens, badges, and spatial sculptures.<\/p>\n\n\n\n
The primary color is 'Catalyst Blue'. It is combined with white and black, along with additional colors. The composition utilizes the repetition of vertical lines in photos, diagonal lines in text, and the blue color to ensure that consistent visual elements continue across various media.<\/p>\n\n\n\n
The new identity will be applied to digital recruitment platforms, customer materials, proposals, advertisements, podcasts, and more. A brand video titled 'The Power of Complexity' is also being unveiled. It conveys a message explaining complexity as an organizational strength through photos, text, and video.<\/p>\n\n\n\n