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Chapter 3


Your logo brands your firm immediately. Find out why our logos are award winning and considered some of the best in the industry. Our guide will provide helpful tips, checklists and more.

  1. Colors.
    Choosing the right color can make a logo stand out in the crowd. However, it is also important to make sure that the logo translates well in black and white too. Keeping colors to a minimum is also helpful to keep printing costs low and it ensures that your logo isn’t too busy when scaled down on smaller screens or print materials.
  2. Colors Logo from Lace and Lyons

  3. Typography.
    Logos convey a lot with very little text, and the font you select can send a message. A serif font can communicate that your firm is professional and traditional, whereas a bold font could speak to your firm’s strength and power.
  4. Typography from Chielo Law

  5. Elements.
    Part of keeping your logo timeless is limiting the amount of elements, textures and filters used. For example, absolute “no, no’s” are drop shadows and photographs within the logo.
  6. Elements Logo from

  7. Simplification.
    The latest trends show that companies are rebranding their logos to a simpler version of what they have. Sleeker and more focused identities will become the norm soon.
  8. Simplified Logo from Murphy

  9. Gradients.
    Blending colors to form a smooth gradient has been trending since last year and it doesn’t seem to be going anywhere for 2021. It’s a nice way to use only 2 colors but add what seems like additional colors and impact.
  10. Gradient Logo from Dilworth

  11. Animation.
    A great way to enhance and draw more attention to your identity online is to add animation. Whether it be a script that looks like the letters are being drawn out or emphasizing a particular element within the logo, adding motion elevates your logo to the next level.
  12. Animated Logo from WACHP

  13. Casual Fonts.
    The chosen typeface of a logo can set the tone and trends are showing a less conservative and more casual feel to the overall look.
  14. Casual Logo from My probatecase

  15. Icons.
    An icon can be an elegant compliment to your firm or business name, and something you can use to visually represent your brand- but choose wisely. Avoid cliche images that blend your firm in with the crowd. Instead, symbolic or abstract imagery can be impactful. In fact, your icon doesn’t have to relate to your brand at all- think about the most well-known logo icons of 2023 (Nike, Apple, Pepsi, Starbucks, etc.). What’s more important is that the style communicates a feeling that you want associated with your brand.
  16. Casual Logo from Schwab Gasparini

  17. Asymmetry.
    Don’t be afraid to stagger and off set your logos for extra visual interest.
  18. ARGroup Logo

  19. Wordmarks.
    As simplification becomes more desired, consider working with the company name as the main focus and adding small elements for the overall logo.
  20. Ahdoot Wolfson Logo

  21. Legibility.
    It’s important that your logo is easy to read, even at smaller sizes or against various background colors.
  22. Gerson Wolfson Logo

Chapter 4 - SEO