Aspect Law needed to update their branding to better attract their ideal clients, and establish themselves as a media and entertainment focused law firm. Utilizing the one concept method, we started with lots of market research and mood boards to establish the general look and feel of the new brand. We knew early on that a bright blue should be part of the color scheme, and found that a range of blues paired with the mustard yellow accent color evoked a professional yet approachable look. Once we’d created a Brand Preview that felt right, I moved on to creating the actual logo and putting together mockups for the brand presentation. “Aspect” ties in fairly well to the media field due to many media professionals using aspect ratios in their daily work. We wanted a simple and modern logo that was more visually interesting than their old text-based logo. I found inspiration in celtic knot design to create the interlocking rectangles that create a variety of aspect ratios, as well as evoke the image of a camera shutter.