We are in the business of delighting our clients, and the tool we use is advocacy.
Celso Papaleo Lawyers works in all areas of law, for a very segmented audience: doctors.
My quest was to find a solution that could unite these two areas: Law and Medicine.
The goal was to find a symbol that could represent the essence of an impactful, disruptive, contemporary, and light brand, without falling into the well-known clichés and that, at the same time, could convey power, confidence, sophistication, and wealth.
"I don't want anything that everyone else does out there!";
"No scales, goddess of justice, hammer, sword, shield, nor references to Roman architecture".
"No scales, goddess of justice, hammer, sword, shield, nor references to Roman architecture".
Fountain pen
The fountain pen, especially from Montblanc, is an object of desire that in itself conveys sophistication and wealth. It has as its predecessor, the classic pen dipped in ink, which has a very relevant link with the law since it was through this tool that many laws were consolidated.
In addition, the pen is a symbol of power, not only because it provided the achievement of writing, but because of the privilege granted to those who possess it, to complete it. This element also carries the mission of giving a light touch of tradition to the brand.
Rod of Asclepius
To create a link with the medical field, the design was inspired by this ancient symbol. Aesculapius was the Roman god of medicine and healing and his staff, wrapped in a serpent, is used as a representation of medicine.
Monogram
The initials CP can be identified in the symbol.
The Symbol
The symbol, then, is a fountain pen in the act of writing, inclined at the ideal angle of 45º. The reference to the coiled serpent, gives dynamism to the pen, giving the sensation of the writing movement.
None of the elements mentioned will be presented in an obvious way, as there are not many details and the minimalist design conveys the personality of an imaginative, light, disruptive, and impactful brand.
Colors
Lead conveys elegance, sophistication, solidity, and stability. And gold, power, intelligence, persuasion, and nobility.
Client's Testimonial
The only thing that comes to mind is "enchantment". Jaider knew how to extract all the details of what we wanted, even better than we had imagined. I was very satisfied with the overall result. From the service to the brainstorming stages and the conclusion.
After 18 years of activity, for the first time, I feel represented by my visual identity
2022 © Jaider Morais
Client: Celso Papaleo Advogados, Brazil (ES)
Client: Celso Papaleo Advogados, Brazil (ES)
Project: Brand Visual Identity
