A new modern brand – at the same time, robust and distinguished.

Loeser, Blanchet e Hadad Advogados (LBH) is proud of the successful relaunch of its brand. LBH, a corporate law firm, has its principal offices in São Paulo, supported by offices in Brasília, Rio de Janeiro and Campinas.

‘Our brand is tracks the successful evolution of our law firm. We have been planning for some time the design of a new brand to reflect our growth and our positioning. In 2019, we celebrated our 30^th anniversary. A milestone appropriate to relaunching our image’, tells us Richard Blanchet, the LBH‘s partner that leads the creation of the firm’s new identity.

The development of the new brand began in mid-2019. ‘We studied new shapes, approaches, colors, graphical styles, and personalization for a number of months to create a design language to mirror the true and authentic visualization of our firm. We wanted to innovate without abandoning tradition. We were looking for something that would be modern whilst keeping our roots, paying homage to our heritage. Our brand was to be robust, capturing the essence of the firm. Blanchet notes ‘this was an essential phase, allowing our ideas to mature and crystalize’.

The project was developed in coordination with Marcel Hiratsuka, LBH’s Institutional Relations manager. ‘We invested in modern design concepts. The new brand’s two versions –horizontal and vertical– introduce major changes with brighter, overlaid colors in a gradient design. The logo’s geometrical lines convey order, perspective and dimensionality. All these features were incorporated into a new brand, a new website, a new visual identity, which, together, represent our firm’s contemporary image, reflecting our energy and stamina’, Marcel asserted.

The logo represents the overlapping of LBH’s partners’ initials – Loeser (Fernando Loeser), Blanchet (Richard Blanchet), and Hadad (Enrique Tello Hadad) – LBH. It mirrors our integration and union. The partners’ names are also displayed next to the logo in a customized font, especially developed for this purpose, creating an interactive feel for the brand’s identity.

Commas and “&” have been purposefully omitted to present a cleaner graphic image. ‘We did this on purpose to express the concept of a cohesive, single firm. We work together, we are one. Our talents and skills are united with the same talents and skills of all our professionals’, emphasizes Richard.

The communication and design office Unitri partnered with LBH to develop the project. ‘We are pleased to have achieved our goal, which was to create a differentiated brand with personality. Our contribution to help tell the history of legal excellence offered by the firm, has made us very proud’, says Alexandre Muta, partner at Unitri and the agency’s professional responsible for the project.