Tom Wills: A Distinct Identity for a Specialist Law Firm

Tom Wills is a law firm that specialises in high-profile legal cases requiring discretion, expertise, and a tailored approach. The firm needed an identity that reflected professionalism, trust, and prestige. The goal was to create a mark that would stand out from traditional legal branding while maintaining a sense of authority and sophistication.

Legal branding often relies on predictable symbols like scales, gavels, or monograms. I wanted to move away from these and design a mark that captures the essence of order, balance, and structure in a refined yet modern way.

The answer lay in symmetry. The law is built on principles of fairness and equilibrium, and symmetry naturally communicates this concept. I developed an emblem inspired by intricate geometric structures, ensuring that it visually represented the firm’s commitment to meticulous legal work and strategic precision.

The central motif consists of interwoven elements that create a star-like formation. This symbol conveys stability and unity while also hinting at collaboration, a fundamental aspect of legal practice. The surrounding circular details reinforce a sense of connection, reflecting the firm’s approach to working closely with clients.

The typography needed to complement the emblem without overpowering it. A clean, modern serif typeface was selected to maintain clarity and authority. The letters are spaced deliberately to evoke sophistication and composure.

For the colour palette, I opted for a combination of deep charcoal and muted gold. The dark tones exude professionalism and reliability, while the gold adds a touch of refinement and prestige, reinforcing the firm’s elite positioning.

A successful identity must function across various touchpoints. The Tom Wills logo was designed to maintain clarity and impact whether applied to business cards, legal documents, website interfaces, or corporate signage. Its geometric precision ensures scalability without losing detail or elegance.

Tom Wills now has a visual identity that aligns with its values of trust, discretion, and expertise. The emblem is distinct yet timeless, ensuring that the firm stands apart in a competitive industry while maintaining the integrity expected of a specialist law firm.