Problem
Hack, Stupel & Ross, a law firm founded in 1991, have not updated their CI since their opening, and were ready to rebrand.
Situated in Pretoria CBD, their identity is closely linked to the city and its historical buildings. However, despite their location and single logo to distinguish them, there was little else to express their character. More pressing was the lack of a website or any reliable source of information to learn about the business and its long-standing relationship to some of South Africa's top banks.
Without losing touch with their roots, or becoming completely alien to their existing clientbase, HS&R was prepared to show their face in a new landscape.
Solution
Before establishing any visual ingredients, we spent time researching and developing the kind of mood we'd like to the brand to project when encountered. Ultimately, the decision was to make them look like a long-standing competitor in the field, with lots of experience and gravity behind them, while having the designs express modern attitudes.
This meant keeping their signature dark maroon, the most identifiable feature of their brand and a colour showcasing a confident, venerable character, and adjusting it slightly to fit the introduction of modern golds and lighter tones.
The logo was updated, keeping the recognisable composition, but updating the typography and removing outdated details (like the drop shadow).
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