Setting the Standard
Criterion Law expressed that trust and personal responsibility in all relationships, and a dedication to every client's success are core beliefs. They also noted an appreciation for logos by Paul Rand, specifically the IBM logo. The use of geometrics and grids, speak of order, logic and measured actions... all of which Criterion Law provides for their clients.
Concept
With the criterion of the work established, I began exploring possible concepts.
One early concept was the use of a judge's gavel and a letter-C. Ideation refinements utilized the phenomenon of figure/ground-reversal for the counter of the C, revealing the gavel within. During the critique process, it was concluded that the use of a gavel hinted more to the role of Judge rather than the role of a Lawyer.
One early concept was the use of a judge's gavel and a letter-C. Ideation refinements utilized the phenomenon of figure/ground-reversal for the counter of the C, revealing the gavel within. During the critique process, it was concluded that the use of a gavel hinted more to the role of Judge rather than the role of a Lawyer.
Final Logo
Focusing on the unique offerings of Criterion Law, and their love of grid systems, a strict 2-dimensional grid was developed, with a healthy nod to Paul Rand's historic IBM logo. I rotated the grid, however, revealing a whole new dimension, visually expressing the depth of knowledge and experience available at Criterion Law.
The geometry is solid, stable and measured. It represents the unique blend of trial and litigation law forged into the letters "C" and "L", fused into one complete mark.
The geometry is solid, stable and measured. It represents the unique blend of trial and litigation law forged into the letters "C" and "L", fused into one complete mark.