KC Attorney-At-Laws : Brand Identity Design
The name of the law firm came from the philosophy of Lao-chi, ‘going with the nature and value the wisdom and the knowledge’. To the brand, it means that the lawyer is to assist the clients to gain their ability to fight for themselves, not to lead. Thus the core of the brand was set as ‘empowerment’: empowering its clients to create changes.
Based on the brand core, the design concept 'MOVING' was developed. Moving creates changes. An entrance was created by a moving square, which became the logo. Geometric shapes and natural textures formed the base tone of care and professional, while the neon green popped out to give the feeling of dynamic. All the elements constructed a rational but visionary identity of the brand.