In late 2012, attorney Gregory Gomez contacted SD Shields regarding an identity project for his new Lower Manhattan law firm. The firm’s name – GET Law Group – had already been established and their focus would be civil rights and criminal law, with planned expansion into personal injury and real estate. Gomez’s ideas about the firm’s positioning were already well-fleshed out: as a former attorney with the Legal Aid Society, he wanted to stress GET Law Group’s ethos of openness and inclusion. The desire was to convey, in his words, “a sense of confident, quality, and aggressive representation, which is also accessible for all, and not the few.”
With such clear client notes, visualizing an identity for the firm was a quick process. The simple, flat cube icon is, like the firm, both open and multi-faceted, with an airy, yet solid color scheme, designed to be used in conjunction with or independent of the logotype. They typeface selected for the project is a geometric sans serif not unlike the ubiquitous Gotham or Century Gothic, but has certain flourishes (especially in the lighter weights) that balance its weight and seriousness with a touch of positivity and optimism.
While the logo itself didn’t survive a subsequent rebranding to reflect the partner’s names, the style guide we established for the firm is still very much in use, and can be seen on all of their materials today. Current website: GomezVournas.com