New Year, New Branding
February 6, 2020
To celebrate a new chapter for the Forrest Firm, we’re unveiling our new brand identity.
The rapid growth of the firm since our original logo was created in 2010 caused a need for a visual update to better represent us in 2020. The months-long process commenced by focusing on our mission – providing legal services in a manner that consistently exceeds client expectations, creates healthy, sustainable work environments for its professionals, and positively impacts communities across North Carolina – and identifying the key elements of what we would want a logo representing the firm to communicate including: strong, sophisticated, energized, and transparent.
We knew we wanted a clean, simple, and elegant look – a manifestation of what we expect the client experience to be like. The result of this process yielded something that didn’t appear too different from the logo that we currently had.
We increased the spacing between the letters to give the logo a cleaner look and created a vertical version for greater flexibility in various use cases. We continue to use blue for our main color, this time choosing a subtle mix of two hues that blend to create a unified, confident, strong, and energized tone. Together, they create a depth that visually communicates the wealth of knowledge and experience, combined with forward-thinking client service, that characterizes Forrest Firm.
Additionally, we added a simple tagline that summarizes our commitment to serve our clients in just four words: Sophisticated Counsel | Customized Solutions. Our new tagline speaks to the marked differences clients appreciate from the Forrest Firm, combining qualitatively excellent representation with a focus on predictable pricing.
“We didn’t think the old logo was too far off-brand; we just needed a “refresh” of sorts as we enter into a new era at the Firm,” said Andy Jones, president of the firm. “We are excited to move into this new chapter with a brand and logo that communicates our mission and values.”
The images below show the evolution of the Forrest Firm logo over the past decade.