Visual Identity
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Brand Guidelines
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Iconography
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Templates
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Printed Materials
The Client
A global law firm built on a single vision.
Clyde & Co is one of the world's leading international law firms, providing a comprehensive legal service across its core sectors of insurance, transport, energy, infrastructure, and trade and commodities. With over 5,500 people across nearly 70 offices worldwide, the firm operates as a single global partnership — offering rapid access to expertise wherever clients need it, from London to Singapore, Dubai to New York.
The BRIEF
Evolution, not revolution.
The client had a clearly defined ambition: to evolve their identity rather than replace it. After decades of brand-building, there was significant equity in how the firm presented itself to the world — and that equity was not something to be discarded lightly. The goal was to move forward with intention, creating an identity that felt fresher, more ownable, and better suited to the demands of a digital-first world, without losing the continuity that their global audience had come to recognise and trust. It was a nuanced brief — and one that required as much restraint as it did creativity. The task was not to start again, but to refine, sharpen, and elevate.
The PROCESS
Restraint as a creative act.
With brand equity in mind, we established that logotype and primary typeface — two elements carrying genuine brand recognition — were to be retained. At the same time, we felt that the brand lacked a unifying graphic device: something that could give the brand instant recognisability across every touchpoint, and that would work as hard on a mobile screen as it did on a printed brochure. What emerged was the corner graphic — a clean, structural element that frames content with quiet authority.
From there, we turned our attention to the colour palette, refining it with accessibility standards in mind. Imagery was another significant area of work. Clyde & Co had historically leaned on architectural and abstract photography — a sensible choice for a firm whose subject matter is often technical. We expanded the library to include people and sector-specific imagery, bringing a more human dimension to communications without sacrificing the firm's authority. The project took several months to complete, and the depth of the final Brand Guidelines document — over 100 pages — reflects the rigour that went into every decision.
The OUTCOME
A system built to last, a brand built to lead.
The refreshed identity has continuity with what came before, but is sharper, more confident, and significantly more ownable. The corner graphic is the hero of the system: a clean device that frames all assets and instantly identifies the firm's communications, providing the kind of visual consistency that only a truly well-designed system can deliver.
The template suite — covering printed brochures, digital publications, and social media — was rebuilt from the ground up with new grid systems and typesetting rules. Every format was reconsidered, ensuring that the identity performs as well in a PDF on a laptop screen as it does on a printed document.
The IMPACT
A stronger identity for a leading global firm.
The refreshed Clyde & Co brand stands with greater clarity and authority — instantly communicating the stature of one of the world's most respected law firms, while feeling modern and accessible for the digital environments in which the firm now operates.
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