Russell McVeagh
Principals Brand
2016
Russell McVeagh is New Zealand’s top commercial law firm, they had a legacy brand that didn’t reflect it’s truly contemporary nature. Visually the firm desired a new identity that portrayed fresh thinking, energy and collaboration within the partnership, clients and staff.
Principals solution was to create a bespoke wordmark, its truncated letterforms command the viewer to piece the logo together; a visual play which signifies the brand’s cut through in the local market — appropriate for a firm that operates on the cutting edge of legal practice. Teal was selected as an accent colour to clearly differentiate them in a black and white landscape, adding a fresher more approachable nature to the brand. The new identity balances the strength and stature of the firm while repositioning them as a modern and confident contester.
