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Logotype | Logo – Joan O'Neill
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Logotype | Logo

Client: Sarah Berger Law

Project: Logotype for a new law firm

The Brief: Sarah hired me to design a logotype for her new law firm. Our challenge was to work together remotely since she lives in Saint Paul, USA, and I currently live in Sydney, Australia.

The Solution: As I was working on the concepts for her logotype I found this forward moving letter B. She has more energy and motivation than anyone I know; we wanted her logotype to reflect that energy and give her a professional presence. Using a symbol we created a logo for her that gave us more room to express action with momentum and elegance. The letter B captured her forward thinking, motivation and gives her identity a contemporary feel. To keep our work within budget we supplied the digital versions of the new logo for use in creating her own website, email blasts and marketing materials.

We knew our biggest challenge in working together remotely would be choosing color. Color samples for print need to be seen in person and can’t be chosen onscreen. Fortunately, because of travel schedules we sat down together to get the right gold color for her logo. Our other option was to mail color samples.


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