JCP Solicitors Identity Modernisation

Featured in Design Week / Volume 26 / Issue 6 / 17th February 2011.

John Collins & Partners LLP approached us early in 2010, in need of some help in tackling a problem with the business’s brand identity.

The company was in a state of significant change, and the company name John Collins & Partners LLP was no longer an accurate representation of the size or operational structure of the firm. A further issue arising from the company’s name needed addressing: the existing name was being used inconsistently and often incorrectly, both internally and externally, a few examples of the many variations in usage included ‘JCP John Collins & Partners’, ‘John Collins Solicitors’ and ‘Partners and JCP'. This problem was causing obvious confusion and a dissolution in brand unity.

James Good Limited stepped in to create a modernised identity that would not only more accurately reflect the new business structure, but eliminate confusion and encourage unification and consistency amongst staff, clients and associates when referring to the firm.

Due to the existing brand awareness and positive brand association, it was important for us to remain sensitively faithful to the existing identity in our design work. We felt that the positive connotations of the shield in the original logo, with its suggestions of protection, worked well, so our designers embarked upon a quest to create the perfect shield.



The new logomark is the product of a long (and intense!) development process. Several sketchbooks later, and not only is the end result instantly recognisable as a shield, but it also resonates with significance. The design gives the impression of being formed from pages of a contract whilst also incorporating degrees of transparency - a strong attribute for a modern law firm.

The concept behind the shield design involved a consideration of the various ways in which viewers would perceive the image. Components of the design are arranged in such a way that the shape can be viewed as a single symmetrical shield, or two shields facing each other in preparation for a duel. The perspective of the design is such that the viewer feels as though they are standing behind the shield, benefitting from its protection.

The logo mark allows JCP Solicitors to be flexible in the application of their branding. It works when used alongside or independently of the 'JCP Solicitors' logotype, an important consideration as JCP Solicitors’ communications vary so much in format. Selecting a type to be used in conjunction with the logomark was another challenge. We hit the jackpot when we came across this one - suitably authoritative and confident yet approachable and non-stuffy. 



The introduction of a complementary colour palette to differentiate between JCP Solicitors' many divisions has made communications clearer within the firm, and makes the creation of more targeted marketing messages from each department easier. We haven’t reinvented the wheel with the selection of a new overall colour for the brand. Sticking with blue makes sense as it encourages recognition amongst JCP Solicitors' audience, but we’ve gone with a more modern, yet classic, smoky blue. 



JCP Solicitors' new identity was launched in November, and draws attention to the new and appropriate name of the firm. The new branding is now being introduced gradually on an ad-hoc basis to ensure that past, present and prospective clients maintain a connection with the brand during the course of the roll-out process. Any JCP Solicitors staff still answering the phone with ‘John Collins and Partners’... on your head be it!

Client Testimonial

"James Good Limited took on the project to modernise the JCP Solicitors' identity as a celebration of the firm's 20th anniversary and the recognition that JCP Solicitors should continually evolve to remain at the forefront of our marketplace. Having worked with James and his team I now understand the importance of design and the benefits that good and consistent design can bring to a business internally and externally. It has been an interesting and enjoyable experience and I am looking forward to their next original and creative idea!
"
Amy Seppman - Marketing Manager

JCP Solicitors (The new trading name for John Collins & Partners LLP)