Webb Attorneys
A brand identity for a new law firm, built to feel established from day one.
A brand identity for a new law firm, built to feel established from day one.
Ivan Webb was launching a new law firm with no existing reputation to lean on. The brand had to do work a track record usually does, signal credibility on first contact, across a website, LinkedIn, and something as small as an email signature.
Most legal branding defaults to the same handful of moves: navy and gold, a scales-of-justice mark, a serif that's trying too hard to look old. None of it actually reads as trustworthy anymore, it reads as template. The brief was to get the credibility without the cliché.
The wordmark carries almost the entire brand. A serif-led mark, no icon, no crest, communicates longevity on its own, the same way a well-set masthead does. Adding a decorative mark on top of that would have been redundant, so it stayed out.
Colour stayed to two: a deep green and a restrained gold. Not the usual navy-and-gold combination law firms default to, green reads as stable without reading as generic. Keeping the palette to two colours meant it never needed a rulebook.
The mark had to work as a favicon and as signage, so it was built as a system from day one: a full wordmark for the website and print, a compact monogram for small digital touchpoints, and a stacked lockup for square formats like social profiles. One set of rules, three sizes, nothing redrawn from scratch for each use case.
The identity shows up across the website, LinkedIn, and email signature, holding the same restraint in every format.
Webb Attorneys launched with a complete identity across every touchpoint it needed on day one, website, social, email, print, not a logo with the rest improvised later. The system was built to hold up as the firm grows, the same two colours and one wordmark work whether it's a business card or a courtroom filing, without needing a new set of rules for each.