sparks willson

new branding: brainstorm

Colors
Fonts
Logos
Messaging (later)
Full Branding Guide (later)

brand pillars

We’ve reviewed all your answers, and come up with 8 brand pillars.

Senior-Led Excellence, Deep Experience

Not a legal factory, a legal partner
You’ve been there, so you’re the best partner for the situation the client is facing
Local, not limited

Powerful, People-First Helpers

Your emotional heart
Everyone mentioned helping a teammate or helping the client as their main mission
A partner, not a vendor
Internal company culture shows through in your work with clients

Friendly Expertise, No Jargon

Reject the stuffy law firm vibe
No unnecessary industry terminology when talking to clients
Always approachable
Connecting with clients on a human level is more important

Modern Heritage, 50-Year Legacy

Big city experience, local high-touch service
Modernizing the client and employee experience while keeping your traditional ethics
A deep sense of rootedness in your city
Established and honoring of your history, but always looking to the future

Confidence & Humility At Once

Self-deprecating, dry and witty humor is an indicator of intelligence
Ego-free, no judgment zone
Clever but not Sarcastic
Humble but never Uncertain

Radical Candor, Truth Wins

Willing to tell the truth when it would be easier and more comfortable not to.
Polarizing & Brave: “We’ll give it to you straight so you can make the best choice.”
Value clients’ time enough to cut the fluff. Be brief and impactful.
Honesty is in your clients’ and your best interest.

Powered by Reputation, No Gimmicks

Quality over quantity
Bespoke, premium client experience
Humanity, trust, integrity
Calm, steady, unhurried
Boasting is lame, humble education instead

fonts

Sophisticated & Professional
Welcoming & Modern

colors

Taking all your qualities into consideration, there are several great options.

Rich
Deep
Sophisticated
Modern
Not blue

option 1

“Gravitas”: Institutional feel instead of startup feel.

Stability, Authority, Wealth

rich mahogany

491809

olive leaf

464a1c

bone

cdcbb7

floral white

fcf9ee

option 2

Led by a “power green” signaling growth, and an “urgent red” that is a bit more active, mellowed out with a brownish tint.

Evergreen

122b1a

Rust brown

992e0b

alabaster grey

e1e7e2

seashell

fef0ec

option 3

Violet usually signifies wisdom and luxury, and this version of gold is more “weathered” and trustworthy.

midnight violet

341e28

golden bronze

c99a2c

snow

f8f2f5

floral white

fbf7ee

option 4

“Old money” green that feels like longevity (and Polo) paired with luxury violet.

evergreen

1d3524

midnight volet

351d28

dust grey

e7e0da

parchment

f3f0ed

option 5

Probably the most modern option. Garnet red signals power, leadership, and partnership. Pair it with a stronger gold, and together they feel like a deep, rich organization that doesn’t take itself too seriously.

Primary

white smoke

f5f2f4

Secondary

almond cream

f0e1d1

Accent

Burnished Gold

CCA556

Accent

Bordeaux Red

740B22

SPARKS WILLSON

We're the worlds greatest law firm.

Sparks Willson is a business law firm. For over forty years we have served as outside general counsel for prominent local and national businesses. We have the expertise needed to handle all aspects of corporate law and governance, emerging companies, mergers and acquisitions. We also have the breadth and depth to represent and advise clients on business litigation, tax planning, employment law, trademark and intellectual property protection.