Revolving and Evolving
Lawyers Without Borders Brand Identity
Client: Lawyers Without Borders
Project: Brand Identity
Studio: Brunswick Creative
Role: Senior Designer
Year: 2024
Lawyers Without Borders is an international nonprofit that works to "build capacity and integrity in the world's justice sector." Based in Connecticut but with global reach, their scope spans human trafficking to war crimes to legal education. Working in close partnership with the Lawyers Without Borders team, Brunswick was tasked with updating their brand to proudly declare their message while differentiating themselves from the human rights NGO landscape. As the foundation for the identity, we developed a new purpose statement for the organization: Pursuing Justice for Lasting Social Impact.
Logo
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The solution for LWOB’s new identity is a reinterpretation of the previous logo icon simplified to its core elements to improve legibility and a refreshed logotype that is more approachable and less clinical. This approachable geometric sans serif becomes a core brand element with large confident headlines across the system. The typography is supported by a new more energetic color palette as well as holding shapes inspired by details of the redrawn logo mark. These shapes all feature movement and allude to the LWOB’s relentless pursuit of a global rule of law.
Design System
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Three graphic elements have been derived from key points in the redrawn logomark. A curve, a point, and a wave each represent the constant movement and progress being made by LWOB.
These graphic elements serve as highlights and can be used as windows for photography and typography throughout the system.
Design Elements
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Typography plays a significant role in this identity, with massive headlines that demand attention without falling into the traditional “protest” aesthetic that is predominant within the sector. Set in the typeface Outfit these headlines broadcast LWOB’s goals and mission so that the whole world can hear exactly what it is they are fighting for.
The new color palette features three color combinations and two universal colors. Each combination pairs a bright color with a dark shade to grab attention and enhance engagement. All colors in the palette have equal importance—none is preferred over another.
