Branding a high-end law firm: Fable&Co devise a calm, clear and contrasting identity for Setia
“The balance of colour was carefully considered,” Fable&Co’s Managing & Creative Director Ross Davison tells us, “to ensure the overall look and feel effectively communicates a high-end, accomplished, and exclusive law firm,” discussing the London-based agency’s confidently reserved identity for Setia, and its signature teal hue. “The teal blue adds a striking accent of colour and contrasts with the darker colours used throughout the identity,” Davison adds, creating a mostly monochrome, moody graphic space for the Singapore-founded company.
“Suisse Int’l complements the identity as the supporting typeface,” he details, utilising the sans serif from Swiss Typefaces pragmatically and assuredly throughout the brand’s stark graphic structure. “Its modern elegance adds a strong sense of corporate professionalism, quality, and sophistication,” Davison expands, reflecting Setia’s equally refined and progressive reputation. Furthermore, Fable&Co crafted a modernist-inspired, minimalist lotus flower logomark to accompany Setia’s typographic treatment, constructed of four circles to reflect the firm’s four specialist areas.
The reliability and confidence between the brand’s logo and supporting typeface are encapsulated and championed by Setia’s wordmark – set in the timeless titular typeface from WELTKERN®, TWK Lausanne. “The wordmark is based on the Lausanne typeface,” Davison remarks, “however with significant customisation,” he caveats, making notable structural and aesthetic amendments. “Specifically, we looked to emphasise the sweeping characters to depict forms found within nature,” reflecting Setia’s use of colours and logomark design, Davison concludes, “whilst retaining clear legibility and simplicity.”
TWK Lausanne (customised) by WELTKERN®