I was commissioned to create new brand identity for OPIE International Technology Lawyers, a firm based in Munich, Germany, who provide operational, tactical and strategic advice across a broad range of issues facing technology-centric companies.
The new identity needed to reflect a high level of professionalism, to feel safe, reputable and trustworthy, yet also convey a modern and dynamic tone.
Identity and positioning are always relative to the industry and space they are likely to be seen in; so amoung corporate brands and law firms, creating something which feels more ‘dynamic’ than it’s competitors requires a far softer approach than say creating an energy drink which feels dynamic! Elements such as font choices and brand colours can be very useful in fine tuning this positioning.
We decided the logo itself needed to feel somewhat understated and professional, while the submark would provide a more dynamic visual element to use in appropriate situations.
The overall result is a brand which feels sleek and modern, appropriate for the industry it serves and dynamic without losing the sense of seriousness appropriate for a legal firm.
Case Study
Opportunity
For a Munich-based law firm advising technology-centric companies, the category norm is conservative and indistinct. There was space for an identity that keeps legal-grade credibility while introducing a measured sense of modernity suited to the tech sector.
Objectives
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Signal professionalism, safety and trust from the first glance.
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Convey modernity and momentum without tipping into “consumer-tech” energy.
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Pair an understated primary logo with a more expressive submark for dynamic contexts.
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Establish a disciplined system that works across proposals, legal documents and digital.
Insight & Strategy
In legal services, “dynamic” must be read as composed confidence, not flash. We calibrated the identity through typography and colour temperature—cool, precise and contemporary—so it feels current among corporate peers while remaining unequivocally professional. The wordmark carries restraint; the submark provides controlled energy when needed.
Identity Solution
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Primary logo: A refined, understated wordmark with tuned spacing and proportions, engineered for clarity at both headline and small sizes.
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Submark: A purpose-built secondary mark that introduces movement and visual interest for small spaces and stylistic applications (social avatars, section markers, presentation dividers).
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System: Horizontal and compact lockups; clear-space and minimum-size rules; guidance for monochrome/reversed use so the identity remains legible on dense documents and screen UI.
Competitive Edge Now
Among corporate and legal brands, OPIE reads sleek, contemporary and assured. The restrained wordmark preserves seriousness; the submark injects just enough dynamism to speak credibly to technology clients without undermining trust.
What This Enables
A coherent presence from proposals to website; easier differentiation in a conservative market; and a scalable kit of parts that can expand across thought-leadership, digital content and future touchpoints while maintaining a modern, legal-grade tone.
