A true partnership

CLIENT

ASK Advokater

WE DID

Naming // Logotype // Visual identity // Web // Image tonality // Templates

ASK Advokater is a new law firm specializing in dispute resolution and IT and intellectual property law. The Gothenburg law firm is a true partnership.

Challenge

Setting out to start a new law firm, the partners needed to find a suitable name and a visual identity that would convey the values and personality of their new brand. It was also important to communicate thorough experience and specialist knowledge, as well as dedication to working close together, both with clients and as a team. This dedication to being a tight-knit group was also one of the reasons for the firm being started.

Approach

After an in-depth discussion of the law firm’s mission and core values: specialists, authority, quality and accessible, Paradigm got a pretty good idea of what was needed. First a naming workshop was carried out followed by a proposal for a visual identity. In the development process of the visual identity the strict standards of legal documentation and communication had to be considered.  

Solution

Thanks to swift collaboration a name could quickly be decided, ASK. It’s the acronym of the core values: authority, specialist, and quality (in Swedish, kvalitet). It’s also the name of the Ash tree with strong mythical symbolism. Traditionally this hard and tough wood is used for arrows and tillers, with strong symbolic implications of direction, force, and determination. In Swedish, ASK also means a little box that may contain something precious. The name then became the inspiration for the logotype. A simplified and sophisticated square (box) with an opening for the name. It can also be perceived as the square is pierced by the arrow-shaped A. 

Authority, quality, and the confidence of knowledgeable specialists are reflected in the dark and subtle colour palette, the thin lines and academic typography. The different elements came together in a simple website, digital templates, printed matters, and give-aways.