Developing a considered identity and visual scheme
Bhakar Greenfield is a specialist law firm established in Cambridgeshire and London, built around a focused portfolio of legal disciplines and professional services. Precise, considered and expert in its positioning — the practice required an identity that reflected those values from the outset, without retreating into the conventions of the legal sector.
Our Approach
The brief called for something entirely new. Not a refinement of what existed, an identity developed from scratch that could hold its own in both traditional and digital contexts, and that would translate naturally into motion without any compromise to its integrity. The firm needed to feel modern and distinctive without sacrificing the weight and credibility that clients in complex legal matters naturally expect.
We started from a clean slate. The logomark and accompanying typeface were designed bespoke, developed in parallel so that each informs the other — the mark and the letterforms share the same considered geometry, giving the identity a coherent internal logic from the outset.
The logomark was conceived not just as a static device but as a system. At brand scale it functions as a contained, precise icon; expanded and cropped, it becomes the visual language itself, used as a dynamic background element, a graphic device, a structural layer, flexibly built into the mark from day one.
Colour was curated on a pairing principle. Rather than a single fixed palette, the scheme works across a select range of combinations, each pairing cohesive in its own right, collectively giving the brand full range across applications. The result is a consistent scheme that can shift formally for print, through to energetic and confident in digital and social contexts.
The Result
A cohesive, flexible identity and a visual system with longevity: one that scales from business stationery and signage through to web, social and motion without loss of quality or character. Built to grow with the practice, it gives Bhakar Greenfield a confident, consistent presence across every context from day one.
