Alejandro Zuluaga, a junior defense attorney, reached out to me to develop a personal brand that reflects his unique combination of modernity and traditional legal rigor. As a legal professional, his goal was to convey a sense of trustworthiness and knowledge, while setting himself apart from other lawyers with a sleek, elegant, and tech-savvy brand.

During our initial consultation, Alejandro was clear on his desire for a brand identity that resonated with his core values: trust, innovation, justice, and professionalism.

Drawing from our discussions, I presented three initial logo concepts that embodied different aspects of his identity. These included an “A” Icon-type logo focused on using the initial of his name to create a recognizable mark and implementing symbols of a book to represent the trust in knowledge. The second option represented Symbolic Balance to reflect the justice system incorporating traditional symbols like the scale and book and blending them with his initial. The last option showcased Futuristic Lines, a modern and minimalist concept with inclined lines moving towards the right, representing the “righteous path” and seamlessly integrating his initials.

After reviewing the concepts, Alejandro gravitated towards the simplicity and elegance of the futuristic design. However, he requested a key change: he wanted his full name to take center stage within the logo, combining it with the clean lines and modern aesthetic.

In the color palette, Alejandro preferred a deep blue, gold, and white scheme. The deep blue exudes confidence and professionalism, while gold adds a touch of elegance, and white represents clarity and transparency. A cream-like color and gray were added to enhance the palette's versatility.

The typography plays a critical role in balancing modernity with the traditional values of legal services. I chose a combination of serif and sans-serif fonts to achieve this duality. The serif typeface, used primarily for the logo and headings, provides a sense of authority, professionalism, and trust—qualities essential in the legal field. Its classic, elegant strokes evoke the timeless nature of law. Meanwhile, the sans-serif typeface is used for subheadings and body text, bringing a sleek, modern feel that aligns with Alejandro’s vision of connecting traditional legal processes with modern technology. Together, this pairing creates a harmonious blend of old and new, ensuring that the brand communicates both credibility and contemporary relevance.

We also decided to ditch the more traditional symbols, to focus on a clean, straightforward logo that would convey his core values through the direction and weight of the strokes. The final logo featured his name prominently in a sleek landscape format. By steering away from overused symbols and focusing on clean, strong lines, I was able to create a visual identity that is forward-thinking yet deeply rooted in reliability and knowledge.

For the visual assets, Alejandro opted for essential elements that would elevate his brand presence in both physical and digital spaces. These included:

Business Card & Email Signature Design: A professional, double-sided card featuring the logo, contact details, and a clean layout in the signature deep blue and gold colors along with a simple yet sophisticated signature template to be used at the end of his email communications.

Letterhead & Envelope Design: To maintain the elegance and professionalism of his brand across all legal documents and correspondence.