WORK

Branding

CLIENT

Criterion Law

Setting the standard.

Criterion Law expressed that trust and personal responsibility in all relationships, and a dedication to every client's success are core beliefs. They also noted an appreciation for logos by Paul Rand, specifically the IBM logo. The use of geometrics and grids, speak of order, logic and measured actions... all of which Criterion Law provides for their clients.

Using this information, a strict 2-dimensional grid was developed, inspired by the Paul Rand's historic IBM logo. However, it was rotated, revealing a whole new dimension, visually expressing the depth of knowledge and experience available at Criterion Law.

The geometry is solid, stable and measured. It represents the unique blend of trial and litigation law forged into the letters "C" and "L", fused into one complete mark.

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ORIGINAL LOGO

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