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LET ME TELL YOU ABOUT US:

My legal services organization, provisionally named GoodCounsel (space or no space between words? You tell me), is a law practice of a different kind. Our tag line (also provisionally) is "Legal representation made simple." As we say in a our introductory letter:

"GoodCounsel is a legal services organization with a mission to provide individuals and emerging companies with unparalleled representation at a fraction of the price charged by typical law firms."

What does this mean? Most big law firms still operate under time-based billing models with huge hourly rates ($500 and up, for all but the junior folks, in major markets). This means, of course, that the less efficiently they work, the more they get paid. Also, other than using computers and Blackberries, most law firms have been very slow to take advantage of the kind of technological innovation that has commoditized routine work and thereby driven value for customers in so many other industries.

Good Counsel offers top-drawer legal services. So do lots of lawyers. But beyond providing quality work product, our objective is to use technology and improved processes to work much more efficiently, and to work without significant overhead, thereby providing this work at rates that are half what larger firms would charge. Better still, we work whenever possible on the basis of fixed project fees or monthly subscriptions for all-inclusive packages of services.

In short, we want to bring a consumer-oriented mentality and cutting-edge, information-age customer service to the practice of law.

HERE IS WHAT WE NEED:

A logo/identity for use in e-mails, brochures, letterhead, etc.

OUR TARGET AUDIENCE IS:

Primarily startup, early-stage or small/medium businesses. Not gargantuan companies.

WE LIKE THESE DESIGNS:

Based on our description above, our identity should convey the following themes/attributes:

*** We want to be a bit edgy: more playful and memorable in our identity compared to conservative, buttoned-down law firms.

*** That said: don't go off the deep end! Clients need to trust that we're basically sane, so our logo can't be so risky that it says to them that we are not too risky. This is the big challenge -- standing out and looking fundamentally different, without being kooky about it.

Other thoughts, design ideas (which you should feel free to ignore):

*** Theme of innovation, standing apart from the crowd.

*** Use of bold, primary colors, rather than safe, subdued ones.

*** Modern, geometric look (stacked or interlocking circles?)

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

Please do not emulate typical, boring law-firm identities:

http://images.google.com/images?hl=en&so...

http://www.paulweiss.com/

http://www.wsgr.com/WSGR/Index.aspx

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