MenuBlending gravitas and modernity
Capabilities applied- Brand audit
- Identity design
- Identity standards
- Implementation
The situation
The firm once known as Osler, Hoskin & Harcourt LLP had evolved into one of Canada’s leading business law firms with multiple offices across Canada and in the United States. While the firm’s operations greatly expanded, its cumbersome 20-year-old identity, for which there were no formal standards, did not keep pace. It was also hampered by not being very legible on web sites. In 2005, the decision was made to remedy this.
Our actions
A recommendation to shorten the name to Osler, which was what most clients were already calling the firm, was quickly accepted. A new positioning statement was also developed to define the Osler brand. Using some of the distinct characteristics of the previous logo, a new wordmark was created, designed to work well in both print and electronic media. Detailed application guidelines for marketing materials, electronic communications, newsletters, invitations and signage were then established, and key implementers, internal and external, were trained in their use. The firm’s advertising agency and web developer were also provided with guidelines and ongoing guidance to ensure consistent application of the new identity.
The results
A key aspect of this project was the need to support the marketing activities and specialized needs of offices across North America, as well as marketing staff in a central location. In addition to basic identity guidelines, the comprehensive system includes rules for the use of photography and illustrations, as well as content and structure formats for electronic and print publication systems. Easy-to-use templates for presentations, correspondence and promotional materials provided all offices with the tools to create materials that are on-brand. The program enabled Osler to build a uniform identity throughout its North American network of offices.
