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Visual Identity Development
ASSHETON-SMITH GINSBERG INCORPORATED
Project description:
Multi-Award-Winning litigation firm, Assheton-Smith Incorporated, underwent a name change in 2018, to reflect the addition of a new name partner to the firm – Andrew Ginsberg. Assheton-Smith Ginsberg was born, and we were tasked with creating the new ASG brand and corporate identity.
Project info:
Client: Assheton-Smith Ginsberg Incorporated
Services: Corporate Identity Re-Development
Date: 2018
Project Tasks:
Create a new, bold logo and colourway to reflect the prestige, precision and boldness of the law firm.
Develop a Corporate Identity and Stationery set that translates this new look & feel into the real world.
Applied logo concepts
Stationery Application
Logo concept
LOGO RATIONAL
Logo is constructed from stylized letters “a”, “s” and “g”. The construction of the logo aims to appear modern and unique. The North Star is incorporated into the design as it symbolists reliability and consistency.
The North star
It is almost straight above Earth’s north pole. Because of this, when it is seen from Earth, it looks like it always stays in the same place in the sky. Many years ago, sailors in the northern hemisphere used Polaris to help them figure out where they were on the ocean and what way they were moving.
logo variations
Primary identity
Secondary identity