Interview about Oliveira Almeida Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
Having the mission of defending the right causes and putting invaluable legal evidence together in order to bring effective solutions to customers, demands a lot of organizational discipline and flexibility. The brand depicts these efforts thoroughly and goes beyond the visual identity. Turning the logo into an office device not only puts together paperwork but helps the brand to stick into clients' memory.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe transformation of the paper clip into a tie-shaped brand element started with a simple but revealing observation: a lawyer’s daily workflow revolves around organizing, interpreting, and navigating extensive documentation. The paper clip—humble yet essential—became the perfect metaphor for discipline, structure, and clarity. As the idea matured, the symbolic connection between a lawyer’s professionalism and the elegance of a necktie emerged. Merging these two objects created a form that felt both familiar and innovative. Through iterative sketching and refining, the concept evolved into a unified emblem that embodies order, nobility, and the everyday practice of law.
I approached the color palette by exploring the linguistic roots of the firm's name. “Oliveira” opened a rich chromatic narrative, pointing directly to the olive tree and its established visual language of greens that historically symbolize peace and victory. “Almeida,” with its Arabic origins referring to a plateau, guided me toward earthy, grounded tones. This etymological dive allowed the palette to feel naturally connected to the brand's identity. Instead of using arbitrary colors, I created a palette that captures heritage, geography, and meaning—giving the brand visual depth and authenticity.
Breaking away from traditional legal symbols required a careful equilibrium. The challenge was to avoid clichés—scales, swords, columns—without diminishing the seriousness expected from a law firm. The solution was to lean into symbolism drawn from the lawyer's actual working life. By focusing on tools and behaviors inherent to the profession rather than mythic or historical imagery, I created a brand that feels contemporary and grounded. The resulting identity maintains gravitas through simplicity, geometry, and material quality, while also signaling a fresh, honest perspective on legal practice.
Introducing a physical element—the brass tie-shaped clip—was a deliberate decision to bridge the gap between branding and lived experience. Legal work is tactile. Clients handle documents, receive files, and navigate paperwork. By embedding the brand into an object that lawyers and clients interact with daily, the identity transcends visuals and becomes sensory. The weight and feel of the brass clip reinforce the firm’s values: reliability, precision, and respect for detail. This physical manifestation strengthens memory recall and fosters a sense of exclusivity and craftsmanship.
The Golden Ratio brought structure and mathematical elegance to the logo. Using a Phi grid ensured that every curve and alignment followed a harmonious proportion, balancing the playful ingenuity of the tie-clip metaphor with the precision associated with the legal profession. This choice elevated the design from clever to timeless. The ratio introduced an invisible order—one clients may not consciously notice, but inevitably feel. It communicates refinement, professionalism, and a sense of deliberate rigor.
The symbolic connection between the tie and clip emerged through exploring what truly defines a lawyer’s presence—both physically and functionally. The tie communicates dignity, formality, and classical professionalism. The clip represents organization and control over information. Discovering how naturally these two items complement each other was key. The refinement process focused on merging their silhouettes without creating visual confusion. Through reduction, iteration, and abstraction, I arrived at a symbol where form follows meaning—distilled yet richly communicative.
Creating a brand recognizable without its logo demanded consistency across texture, color, shapes, and materials. The strategy involved developing a system of recurring visual cues—particularly the tie-clip geometry and the distinctive palette rooted in the firm’s name. Office materials, layouts, and even document structures incorporated these subtle motifs. When a brand’s DNA is applied coherently at every touchpoint, recognition becomes intuitive. The goal was for the audience to sense the brand even in fragments, reinforcing trust and memorability.
Designing a brand element that doubles as a functional office device shifted my perspective on branding. It reaffirmed that memorable experiences often arise from physical interactions, not just visuals on a screen. This project expanded my understanding of how design can merge with utility—creating brand extensions that feel natural rather than forced. It encouraged me to think beyond traditional deliverables and explore branding as a tactile ecosystem that shapes how clients perceive and remember an organization.
Winning recognition at the A' Design Award validated the power of blending concept, craft, and storytelling in a conservative sector like law. This project encouraged me to continue challenging assumptions about what legal branding should look like. It proved that authenticity, rooted research, and thoughtful symbolism resonate strongly—even in industries bound by tradition. Going forward, I intend to bring more material experimentation, etymological exploration, and user-centric thinking into future legal branding identities.
Working across digital design tools and physical craftsmanship gave me insight into the value of bridging modern precision with artisanal execution. Digital environments like Affinity Designer allowed perfect geometric control, especially when applying the Golden Ratio. However, translating those forms into solid brass introduced new considerations—tactile quality, durability, and manufacturing tolerances. This interplay taught me that great brand identities often thrive at the intersection of technology and craftsmanship, each informing and refining the other.
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