Salter Law is an estate planning law firm that has served the Twin Cities metro area for the past 25 years. David Salter purchased the firm from his former business partner in 2015, and the family business moved into new office space in 2021.
Leading up to the move, we partnered with Salter Law to create a visual identity system that would emphasize the firm’s position as a trusted guide in the estate planning process. Together, we landed on the metaphor of a “lob pine” for the brand’s central mark.
Lob pines were prominent red or white pine or spruce trees used as landmarks along voyageur canoe routes. Branches were lobbed off the trees, just below the top, to make them more conspicuous. They were located at important places along canoe routes to indicate a portage, trail, or direction to a fur trading post. Some can still be found in Quetico Provincial Park or Voyageurs National Park.
Leading up to the move, we partnered with Salter Law to create a visual identity system that would emphasize the firm’s position as a trusted guide in the estate planning process. Together, we landed on the metaphor of a “lob pine” for the brand’s central mark.
Lob pines were prominent red or white pine or spruce trees used as landmarks along voyageur canoe routes. Branches were lobbed off the trees, just below the top, to make them more conspicuous. They were located at important places along canoe routes to indicate a portage, trail, or direction to a fur trading post. Some can still be found in Quetico Provincial Park or Voyageurs National Park.
