Circling back to the website that I developed for Hernandez Sanchez Law firm, in addition to a site build the firm also needed a complete brand identity built from the ground up.
The deliverables included letterheads, business cards, a brand color palette, and of course a logo design. This was exciting as this was the first time developing a brand for a law firm.
To get the ball rolling, I first began iterating logo drafts. This was my very first time conceptualizing and designing a logo for a law firm. Usually, my design process leans in a more abstract direction, but this time I had to bring it down to match the corporate aesthetics expected in the legal industry. It was a bit of a challenge at first — but I had a LOT of fun.
The client told me he wanted something well-designed and meaningful, while still being simple and easy to read. He wanted the fact that he is an immigration lawyer to be immediately recognizable in the branding. We decided to go with a simple logomark paired with a clean text-based logo. Attorney logos are often very similar — justice scales, columns, the Statue of Liberty, Lady Liberty, or an eagle tend to dominate. Alternatively, some go with monograms. Since these symbols have been heavily used, the challenge was to reimagine them in a way that didn’t feel too repetitive.
I began illustrating custom icons that could serve as potential logomarks. The client emphasized that he wanted the brand to reflect freedom. That’s when I created a custom Statue of Liberty icon, which became our foundation. I then had the idea to experiment with negative space — applying it to a vertical right trapezoid. I chose this shape because it begins with the visual weight of a square/rectangle (symbolizing stability, balance, and professionalism) and ends with the upward point of a triangle (symbolizing direction and progress). When combined with the negative of the Statue of Liberty, the final mark tells a story: “Hernandez Sanchez Law is dedicated to the established freedoms and due process of our immigrant communities, offering a solid foundation to help them move forward through our constitutional legal system — with a refreshed lens”.
To complement the mark, we chose Sentient for the logotype — a sophisticated serif with a modern edge. It hits the perfect tone: classic enough to convey trust, yet distinctive enough to feel current and confident.
After finalizing the logo, we moved on to the color palette. The client requested a brand color in the blue-green range, which guided the rest of the palette development. I selected complementary colors that would support the primary tone while maintaining a sense of professionalism and trust.
With the logo and colors locked in, designing the business card and letterhead felt like a natural next step. I explored several ideas, especially for the letterhead, to ensure the brand identity translated seamlessly across all mediums.
Designing the business card was a relatively quick and straightforward process. By this point, all the core branding decisions (logo, color palette, and typography) had already been made, which gave me a solid foundation to work from. The layout came together naturally, and I focused on keeping it clean, legible, and professional, ensuring it reflected the same polished tone we established across the rest of the brand.
