Principals Brand


The law firm Kirkland Morrison O’Callahan needed a new brand and identity for the expansion of their firm to include three service companies including Legal, Accounting and Consulting.

Following several incarnations of their name and brand, the business wanted to start their new venture with a simple name, free of traditional complications. They desired an iconic contemporary identity appropriate for New Zealand and Chinese markets which they service.

The succinct and bold name ‘K3’ is a nod to the three companies that share the brand, this approach graphically transpired to a logo which reduces its forms to the bare essentials. The K is formed when anchored against the margin of a page, and a clever visual solution around the numeral three means it can adapt to its audience; The New Zealand arm of the business uses the roman numeral to represent three, when rotated the horizontal lines also represent three in Chinese characters. Red was selected because of its energy, warmth, and symbolism of luck in Chinese culture.