Global law firm Seyfarth Shaw launched a brand refresh in 2018 with Carbone Smolan Agency. This project aimed to unify the Seyfarth brand, helping the firm speak with one voice and present the unique
value that Seyfarth brings to clients. As Design Director, I lead a team to design a new corporate identity system for Seyfarth Shaw.

Role: Design Director
Skills: Brand Identity Design

The two loops of the "S" logomark speak to the collaboration and support that happens at Seyfarth every day: collaboration between internal teams and support for clients. The loops also suggest infinity, of Seyfarth's quest for continuous growth and improvement. The wordmark is set in Founders Grotesk. This typeface keeps the logo professional yet accessible and friendly.

A robust yet flexible system
The signature pattern functions as a flexible expression of the brand across materials, uniting the brand expression. Both dynamic and structured, this pattern represents Seyfarth's ability to adapt to client needs while remaining true to their core values.

A glimpse into process
From brand strategy to stakeholder workshops to design exploration.

Created at Carbone Smolan Agency
Brand design team: Helen Dear, David Decepida, Yoko Kristiansen, Carla Miller 
Web design team: David Decepida, Yoko Kristiansen, Sara Hohn
Executive Creative Director: Justin Peters
Strategy: Lillian Pontius-Goldblatt
Account management: Harry Laverty, K. Holden Rumph

Helen Dear

Contact
hddear@gmail.com

Social
LinkedIn, Instagram, Working Not Working

Made with ❤️ 
in Atlanta

© 2023 Helen Dear
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