Over five decades, law firm Haynes Boone built itself into a respected firm, but it still struggled to move beyond its reputation as a regional player. To help them break out and pursue an aggressive five-year growth plan, creative agency Thinkso infused their new brand identity with sophistication, energy and humanity that complements the firm’s modern take on a trust-based, relationship-driven model.
“Our rebrand embraces our growing international profile while still preserving the warmth, commerciality, and dedication to community engagement that Haynes Boone is known for,” says Murray M. Coffey, Chief Marketing Officer, Haynes Boone.
The new logotype is modeled after luxury automobile identities in order to evoke a finely engineered sensibility. Subtle, upward slanting cross members in the H and B add a second layer of meaning, suggesting the idea of “raising the bar.” The raised bar motif can be used in drop-down menus, screen transitions, and to mask imagery.
The brand is further strengthened by another signature identity element – HB Plum – a color that sets the firm apart from its competitive set. Other central characteristics: an asymmetrical approach to layout and custom photography that is active and diverse. Editorially, the brand voice underscores the firm’s drive, ambition, and focus on results.
Thinkso developed templates and prototypes for practice area communications that included brochures, PowerPoint decks, and overview sheets geared toward both print and digital use. The team also proposed a system of image and sponsorship ads that paired with editorial headlines with key brand elements to produce a specific Haynes Boone look.
The HB Monogram is a secondary brand identifier to support the primary logotype and for use on applications where space and impact are at a premium.