Keep it as simple and effective as possible since they them selves will manage, maintain and present their brand. So, for this top tier law firm I set out to create a brand that would. 1. Easily recognised 2. Convey a image of something ‘new yet established’ 3. Create a visual differentiation that would help the practice to distinguish itself from an increasing amount of legal competition as more and more legal firms ‘up’ their branding stakes.