Prado & Marum
Defining sophisticated equilibrium for a modern law firm, balancing traditional authority with approachable innovation.
Client
Prado & Marum Advogados
YEAR
2025
THE CHALLENGE
Prado & Marum is a new firm composed of experienced professionals who needed to establish an immediate, solid presence in the legal market. They faced a statistic that defines the sector: 68% of clients choose lawyers based on trust and clarity. The challenge was to escape the sea of sameness in the legal industry, typically overly formal and rigid, and create a brand that reflected their innovative perspective without sacrificing the credibility and tradition essential to law.
THE STRATEGY
We developed the concept of sophisticated equilibrium. Our research showed that the most successful modern legal brands master the balance between opposing forces: Tradition vs. Modernity and Formality vs. Accessibility. Instead of relying on generic legal symbols (like gavels or scales), we decided to rely on the power of typography. The strategy was to create a visual language that feels uncomplicated yet highly professional, positioning the firm as a partner that simplifies the complex.
THE PROCESS
We selected Gelica in italics as the primary typeface for the logotype. The choice of italics was deliberate to convey movement and dynamism, while subtly referencing the traditional signature aspect of legal documents. We paired this with Satoshi, a modern sans-serif, to ensure absolute clarity in communication. For the colors, we moved away from harsh blacks to "Graphite" and "Serenity" (a calm teal), creating a palette that reduces visual aggression and promotes readability in long legal texts.
THE SOLUTION
We delivered a purely typographic identity system that exudes confidence through simplicity. By removing all unnecessary icons, we reinforced the brand values of objectivity and clarity. The final result is a brand that feels uncomplicated for your company. It is a visual system that allows the lawyers to present complex arguments in a clean, sophisticated frame, ensuring the firm is perceived as both a pillar of tradition and a modern business partner.
"We didn't want to look like just another law firm. This identity captures exactly who we are: serious about the law, but modern in our approach. It gives us the confidence to stand out in a crowded market."
Hugo Marum, Founding Partner @ Prado & Marum