Representing a law firm with offices worldwide, the Bryan Cave identity uses an arc intersecting the firm name to symbolize their global reach and progressive vision. Developed alongside the new identity was the Positioning Line "A world of insight." A brand book was also produced explaining the strategy behind the identity and providing an overview of the firm's philosophy.
All the components of the brand identity system combined to create a consistent image for the firm. Business cards, letterhead, envelopes and a myriad of other materials could be created and applied consistently and cohesively across all media touch points.
The direct mail announcement introduced the firm's new brand, explaining the strategy behind the identity and providing an overview of the firm's philosophy. The brand book and CD were provided to all employees prior to the external launch and gave the context and vision behind the evolution of Bryan Cave, along with all the basic components that comprised the unified brand message moving forward.
By using an engraved, neutral metallic format for office signage, the Bryan Cave logo could be displayed with a wide range of backgrounds and interiors in offices around the world.