Noted: New Logo and Identity for Seyfarth by Carbone Smolan Agency
“As Far as the Eye can Sey”
(Est. 1945) "With more than 900 lawyers across 16 offices, Seyfarth Shaw LLP provides advisory, litigation, and transactional legal services to clients worldwide. Our high-caliber legal representation and advanced delivery capabilities allow us to take on our clients' unique challenges and opportunities―no matter the scale or complexity. Whether navigating complex litigation, negotiating transformational deals, or advising on cross-border projects, our attorneys achieve exceptional legal outcomes. Our drive for excellence leads us to seek out better ways to work with our clients and each other. We have been first-to-market on many legal service delivery innovations―and we continue to break new ground with our clients every day. This long history of excellence and innovation has created a culture with a sense of purpose and belonging for all. In turn, our culture drives our commitment to the growth of our clients, the diversity of our people, and the resilience of our workforce."
Design by
Carbone Smolan Agency (New York, NY)
Related links
Seyfarth press release
Relevant quote
Seyfarth’s positioning, created through a collaborative partnership, serves as the foundation for the firm’s flexible system, one that will be able to evolve with the brand over time. This identity tells the story of a law firm that delivers seamlessly for its clients and scales to meet their needs. The system is easy to deploy and unifies their story across channels and applications. The logo celebrates connection and collaboration, with an elegant shape evoking infinity and depth.
Photography is a vital part of communicating a brand. In the corporate space it can be particularly challenging to choose evocative photos to represent ideas that often feel cliche. Working closely with Seyfarth’s design team we curated an easy to use photo library to amplify the brand across materials.
Seyfarth’s signature pattern is a modular expression of the brand, customizable across color, weight, and motion. It speaks to the ideas of connection, diversity and interconnection that are so important to Seyfarth’s business.
Images (opinion after)
Opinion
The old logo was classic law firm with the partner’s names in some boring serif typography — the non-alignment of the “H”s kills me… it’s like when someone is flirting with you and you don’t even notice… it’s right there, just look! All this to say, that logo won’t be missed. The new logo features a nice monogram that’s an abstract “S” and despite the corniness of the obvious interpretation that the two elements convey collaboration and partnership and whatnot, it is a very nice rendition with great dimension without resorting to shading. It’s also an interesting complement to today’s Vonage post that also operates on a shadow/dimension structure. The wordmark is alright… I think the “a” would have benefitted from getting its spur cut off to avoid the wider gap with the “r”. The applications introduce a pattern based on the geometry of the monogram and it’s fine — somehow it feels a little old school, like something you would see in the late 1990s, early 2000s, but it’s saved by some more contemporary layouts. Overall, a fairly pleasing and engaging identity for a large law firm.
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