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MVC’s Newly Rebranded 1-800-THE-LAW2 Identity Featured in the San Fernando Valley Business Journal
San Fernando Business Journal – Legal Logos
EXCERPT TAKEN FROM THE SAN FERNANDO VALLEY BUSINESS JOURNAL – LEGAL LOGOS BY JOEL RUSSELL View Digital Article
Jason Pires isn’t a lawyer but he knows a bit about how to market legal services.
The creative director of graphic design shop MVC Agency in Chatsworth, Pires recently created a logo for 1-800-THELAW2, a network of more than 120 attorneys in Southern California. It was the first time Walker Advertising, the company in San Pedro that owns 1-800-THELAW2 and its counterpart for Spanish-speaking clients, Los Defensores, had commissioned a logo for the 1-800 service.
Pires believes the Internet and other factors have made consumers more visual-minded, and legal brands need to respond by developing logos that simplify their offerings.
“Today we are bombarded with information all the time, and good brand logos encapsulate meaning and streamline it for consumers,” he said. “There has to be an immediate connection.”
Traditionally, law firms have used their name in a formal-looking typeface as their logo, or they have used familiar imagery of courthouses, pillars, gavels or the scales of justice. For the 1-800-THELAW2 assignment, Pires needed a logo that was creative but still communicated the serious tone of a professional firm.
“We wanted more of a human touch,” he said. “The law shouldn’t be scary to people. The final treatment is a courthouse, but the pillars are people.”
The new logo will be featured in consumer TV and Internet advertising in campaigns managed by Walker. In addition to attracting clients,Walker will use its new identity in its effort to recruit more lawyers to its network.