Imaginative thinking

The legal sector has traditionally remained immune to design and creativity. Naturally conservative by nature, the partnership structure rarely lends itself to risk-taking and bolder expressions, making it very difficult to distinguish one law firm from another. But the Dragon Rouge work on strategy and positioning focused on the fact that Osborne Clarke’s approach really did deliver ‘imaginative thinking’ – applied of course in terms of turning legal expertise into commercial gain. Not surprising then that the firm has strong credentials in many of the more adventurous business sectors where this approach can really make a difference. So could Dragon Rouge also express that imaginative thinking in a brand which also communicated legal gravitas, technical expertise, and expert advice?

Powerful illustrations

The creative execution used a medium seldom found in the sector: illustration. We developed a very distinct, instantly memorable style that could by its very nature convey imagination, strength, ‘global’ and reassurance at the same time. The web homepage, for example, shows various landmark international buildings to help unify their worldwide locations: it’s engaging but clearly professional, and there’s not a mobile phone holding, pen-twiddling executive in sight. Osborne Clarke were already groundbreakers in the field of graphic identity, introducing a cat as their logo some 15 years ago in a marketplace overflowing with shields, heraldry and typography. For continuity’s sake the cat has been retained, but takes place in a much more modern expression of the Osborne Clarke logo, whose typeface has been updated. Now, instead of slinking away rather apologetically, the cat faces the viewer directly, and is given a much more active, powerful posture.

Living the brand

Aside from the website, the visual identity informs all of their communications. But the true test is the Osborne Clarke experience – for clients and also working inside the firm. Partners and staff nationally and internationally have embraced the ‘imagination’ concept and the firm has continued to deliver benefits to its clients from their ability to look at business from a different perspective. Osborne Clarke has continued to grow and has established itself as one of the brighter Top 30 firms in the UK and a developing force internationally. They have also received the Innovation in Law Firm Management award from the FT.