WHAT WE ARE NOT? Stodgy, boring, overly-buttoned up/suit-and-tie, takes self too seriously, pretentious, self-aggrandizing, elitist, preachy, pedantic, corporate, condescending, dull, unethical, cold, sterile, aloof, removed. It's important that we NOT come off as a traditional, tired, stuffy law firm...
WHAT WE ARE? While just as seasoned, capable, and steeped in knowledge and expertise as other firms, we are more modern, agile and relatable than a typical lawyers. We believe in simultaneously being stewards for our clients' interests as well as the long-term interests of the land and water we are dealing with. BUT given people invest significantly in legal services and the outcome has significant financial and other future implications, we want the overall effect of our logo to convey a sense of modern sophistication and sound expertise meets relate-ability and candor. We can be highly trusted to manage their interests with the utmost of capability and integrity.
Another way to explain this? 3 KEY WAYS WE ARE DIFFERENT from typical lawyers/law firms is that we are:
1.) GENUINE: While many lawyers and law firms can come off as overly corporate and stodgy, JT Hill & Co is down to earth and approachable. We talk and interact like real, relatable human beings and explain things in clean and common ways/terms (vs. speaking in legal-ease that can come across as pretentious). While the quality of the work we provide is serious and rooted in a depth and breadth of expertise, working with us will be a more accessible and enjoyable experience. We tend to communicate well with many of our clients because we tend to think and communicate a lot like they do - and that is a bit of a differentiator and definitely outside of the stereotype that lawyers have earned for themselves as being people who (a) are smarter than you, (b) like to hear themselves talk, (c) speak a foreign language (lawyerese), and (d) are charging you while making you feel like an idiot or while assuming you're an idiot.
2.) CANDID: Given that knowledge is power, we will communicate the full scope and potential ramifications of a problem or issue to our clients in a way that aims to fully educate them on the full picture - the good, the bad and the ugly. We believe that telling people what they want to hear is negligent, but explaining the reality of what they need to hear is in their best interest.
3.) ENLIVENED: While we have the depth and breadth of legal knowledge that comes from a seasoned practice, we also have a modern energy and vibrancy that enlivens our practice and helps us stay current on emerging trends, legislation and issues and forge new relationships. There are other attorneys in this space who could be drawing social security right now - they’re very good at what they do, and their time in the industry has contributed to their effectiveness - but we have a bit more vibrancy - our pulse and pace is quicker. We're more awake + hungry where other practices are comfortable and full in their tried and true ways.
3 MAINSTREAM LOGOS WE LIKE?
Again, a concrete example of a logo we LOVE is the "RedLeaf" logo (of the samples 99 Designs allowed me to choose - it is above and beyond my absolute FAVORITE). ..have uploaded it to the images again for reference.
2 MAINSTREAM LOGOS we do NOT like?
1. General Electric
COLORS & FONTS
• Blue: Open to a variety of shades but prefer to steer clear of lighter, pastels
• Red: Prefer a richer red that connotes a grounded-ness vs. an orangey red which would seem more incendiary and unstable
• Green: NO green - too overdone for this space/audience.
• Fonts: Simple, strong, classic yet modern fonts – nothing wispy or
whimsical, trendy, cartoony or feminine.
OVERALL FORMAT & STYLE THOUGHTS:
Prefer a vertical orientation (with image over the name)
Again, a concrete example of a logo we LOVE is the "RedLeaf" logo (of the samples 99 Designs allowed me to choose - it is above and beyond my absolute FAVORITE).
SOME SPECIFIC IMAGE DIRECTION & INSPIRATION
Now that we have plenty of options featuring the original "vista" approach I requested (see *NOTE below for context), I would like to see concepts that feature and focus JUST on the firm's initials - JTH or JTHC or JTH&C - into the image - such that the image alludes to/reinforces the name of our firm...
*NOTE: I originally asked early designers to incorporate one of two "vistas" that are popular in the Western states where I will practice - one is El Capitan LINK: https://en.wikipedia.org/wiki/El_Capitan_(Texas) - another is Guadalupe Peak .....both of these special places to me that capture the "outdoor" element that is the underpinning of our firm...BUT, as mentioned above, we now have plenty of options there so unless you have one that you feel far outshines the current options, I'd instead like to see logos that center on the initials...
3.) I am also VERY open to any other/new/fresh of your creative ideas and inspiration - no doubt that you may be able to offer me some fresh new ideas/takes on any of the above in a way that will spark something new in me!