Founded in 2018 by a female-led leadership team, Legal OS reached great heights in a short period with world-class, no-code automation tools. With a view to provide holistic and thorough brand guidelines for them to utilise in the years to come, we underwent an extensive discovery process – in close collaboration with their team – and an iterative design phase to elevate the brand to a place that felt fresh and modern, trustworthy and professional, yet ultimately human.

We are… but we are not…
In order to effectively tackle the misconceptions of being a young start-up, we ensured the overall look and feel was grounded in a sense of reliability and professionalism, with timeless typefaces and a sophisticated core colour palette.

Analogue meets digital
Legal OS are helping to bring the world of legal documents into the digital age, but to keep a feeling of continuity, we implemented a few ‘analogue’ elements into the new brand – such as a ‘highlighter’ yellow in the colour palette, and graphic elements which digitally represent the annotations one might make on a physical document.

Leaving a lasting (Logo)mark
The logomark is the unification of several visuals, reflecting key elements of Legal OS: automation, equality, building blocks and leadership. It serves as a bold brand-identifying element for their audience.