As expected, there was a overwhelmingly strong preference amongst clients in the legal industry for coming off as serious and sophisticated. For an industry that deals in high stakes, it’s easy to see why. Clients also had strong feelings for appearing subdued, as opposed to brands that are loud and in-your-face, which would go against the inherent sophistication of the legal profession.
For an industry inclusive of both genders, it makes sense that the majority of clients favor neither masculine or feminine traits. Although law firms are usually thought of as expensive, they choose to remain neutral in communicating that aspect in logos, one way or another.
Interestingly, legal brands had a somewhat contradictory preference for being both classical and youthful. Perhaps brands wanted to take advantage of the legal industry’s long history, dating back to antiquity, but at the same time wanted to appeal to younger or more modern clientele.
We passed these results to our color experts, and they identified which colors would work, and which wouldn’t: