The Process

Not another gavel logo, please!

Google up “law firm logos”, and you’ll quickly find out just how many ways one can design a gavel, a scale and a shield in unique ways. (Spoiler alert: not many)

Moving on into the Zoom-era, the deeply (and admirably) traditional industry has come to realisation that digitalisation is no longer a superficial exercise, it is a need.

The new identity conveys Suzanne, Lye, Fairuz & Yaw’s (SLFY) understated approach and distinct character. A striking, graphic symbol has been introduced that reflects the firm’s strong, unified and professional culture.

The story

A Four-midable Partnership

Formerly known as Alison Lye & Suzanne, the firm's partnership doubled in 2020. Working closely with the leadership team at SLFY, we come to know that it is a well-thought-out process of vetting and getting know each other before establishing this partnership. Today, they are a four-wheel-drive equivalent of a boutique law firm. Powered with the torque, strength and skill needed to solve complex legal issues.

The brandmark

Pillars of strength

The original idea was to come up with four-pillars to represent each partner of the firm. Now, the 'three-pillars' serves as a visual metaphor of SLFY's culture - there is always the backing of the three whenever one is out in the field. The brandmark can be integrated into SLFY's various touch points to represent different visual elements such as a stack of books, documents and wings. It is a highly flexible and scalable logo with immense graphic potential to usher in the era of digital transformation.

The Tagline

Solving Law For You

It's not everyday we get to play with clever acronyms. But more than a play of words, Solving Law For You precisely embodies SLFY's core engine of the firm. At the end of the day, their core purpose is to solve complex legal issues so their client don't have to.

SLFY – Rebranding a Law Firm

Suzanne, Lye, Fairuz & Yaw is a boutique, full-service law firm based in Kuala Lumpur. After introducing dynamic updates to the firm’s partnership in 2020, the law firm made a progressive move of rebranding its corporate identity and brand voice. ZAEL was engaged to spearhead the rebranding and digital transformation process, designing a brand identity that is both professional and forward-thinking.

ClientSuzanne, Lye Fairuz & Yaw Advocates & SoliticitorsServiceRebranding, Copywriting, Website DesignYear2021

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