Family Law Advisor aimed to be an industry leader in Ontario, so their logo needed to help them stand out and build recognition for their brand. Because their services are conducted online or over the phone, we knew it was essential to emphasize trust and professionalism, ensuring that their prospective clients saw them as credible. We developed a logo that employs positive and negative space to portray the company ideals. And we included quintessential symbols for the law: the owl, which denotes wisdom, insight and intuition, and the scales of justice, representing fairness and balance and the legal industry. We incorporated both round and sharp elements into the icon, giving the impression of kindness, action and effectiveness.
It was important that Family Law Advisor’s brand be unique to them, but also that it maintained some visual similarities with Swarbrick Law’s look and feel. To create these subtle similarities, we used Soleil, Swarbrick’s brand typeface, and kept in mind the rounded shapes of the Swarbrick logo when designing Family Law Advisor’s logo.