Iron Graphics, Illustration and Visual Communication Design · 2022
Oliveira Almeida Brand Identity
by Ricardo Filipe Lopes da Silva
- A' Design Award 2022 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2022
- CLIENT: Oliveira de Almeida Advogados
- Estimated Number of Design Views: 10,349
- Verification code DA7DB9C02A · Verify this award
About Oliveira Almeida Brand Identity
Having the mission of defending the right causes and putting invaluable legal evidence together in order to bring effective solutions to customers, demands a lot of organizational discipline and flexibility. The brand depicts these efforts thoroughly and goes beyond the visual identity. Turning the logo into an office device not only puts together paperwork but helps the brand to stick into clients' memory.
Press Kit
- Unique Properties
- As a defender of righteous causes, the firm has the mission to put invaluable legal evidence together in order to bring effective solutions to customers. To better depict the brand values, the logo combines a necktie that represents nobility and a paper clip that not only fulfills its primary function of holding paper together but symbolizes order. These elements are present in lawyers 'daily lives, and turning them into a day-to-day device will help the brand stick to clients' memory.
- Dimensions & Packaging
- Tie-shaped clip in solid Brass - 8 mm (width) x 30 mm (height)
For the stationery, Visual Identity guidelines were provided to ensure that all the materials will be done correctly. All the graphics and illustrations were vectorized and saved as print-ready files. - Tags
- law, order, tradition, lawyers, law firm, brand, paper clip,
- Production Technology
- The project was designed in Affinity Designer and Affinity Photo to keep the vector and photo montage quality. The logo design was built based on the Golden Ratio rule by using a Phi grid order to appear in the most harmonious way. On the production step, the designs were delivered in RGB, CMYK, and Pantone colours. The Tie-shaped clips were crafted in solid brass.
- Design Challenge
- One of the challenges was to bring unexpected symbols from the law and order environment to life for a physical experience, without losing the classic feel. To depict the name of the firm and tie it together with the activities of the lawyers, I dug into the etymology of Oliveira de Almeida to extract the right colour palette. This gave the final touch to the brand identity.
- Project Duration
- February 2020 to April 2020 in Curitiba, Brazil
- Operation Flow
- In general, law firms tend to use symbols extensively such as the scales of justice, swords, or anything that involves classic architectural elements. And to stand out from the competition surged the idea of creating something that goes beyond these symbols and visual identity. Thus, the fabrication of the tie-shaped clip came to life in order to invite the client to have a practical experience with the brand. On the of it, the color palette applied to all media and office tools reinforces the appearance of the brand in such a way that the target audience will recognize it in the absence of the logo.
- Research
- Besides the research on how the public perceives law firms. The colour scheme was carried out based on the etymology of the firm's name. Oliveira simply means Oliveira which contains a wide range of green colours, from dark to light tones. On the coats of arms, it is the symbol of peace and victory. About Almeida, this comes from the Arabic terms the meaning al, table meaning maida. In the geographical sense, it means something like a plateau or flat soil which contains earthy colours.
- Inspiration
- The idea emerged from observing the daily responsibilities of a lawyer, constituting a fundamental principle of advising clients wisely. Interpret laws and apply them to specific cases, gather evidence for a case, search public records and other legal records. These processes require a lot of organizational discipline to collect the paperwork orderly or to change specific documents whenever necessary. So, nothing is more suitable than a paper clip.
- Image Credits
- Image 5: Photographer Luke Michael, Angel holding round wreath statue, 2017.
Colors of Oliveira Almeida Brand Identity
Grand Interview about Oliveira Almeida Brand Identity
The transformation of the paper clip into a tie-shaped brand element started with a simple but revealing observation: a lawyer’s daily workflow revolves around organizing, interpreting, and navigating extensive documentation. The paper clip—humble yet essential—became the perfect metaphor for discipline, structure, and clarity. As the idea matured, the symbolic connection between a lawyer’s professionalism and the elegance of a necktie emerged. Merging these two objects created a form that felt both familiar and innovative. Through iterative sketching and refining, the concept evolved into a unified emblem that embodies order, nobility, and the everyday practice of law.
I approached the color palette by exploring the linguistic roots of the firm's name. “Oliveira” opened a rich chromatic narrative, pointing directly to the olive tree and its established visual language of greens that historically symbolize peace and victory. “Almeida,” with its Arabic origins referring to a plateau, guided me toward earthy, grounded tones. This etymological dive allowed the palette to feel naturally connected to the brand's identity. Instead of using arbitrary colors, I created a palette that captures heritage, geography, and meaning—giving the brand visual depth and authenticity.
Breaking away from traditional legal symbols required a careful equilibrium. The challenge was to avoid clichés—scales, swords, columns—without diminishing the seriousness expected from a law firm. The solution was to lean into symbolism drawn from the lawyer's actual working life. By focusing on tools and behaviors inherent to the profession rather than mythic or historical imagery, I created a brand that feels contemporary and grounded. The resulting identity maintains gravitas through simplicity, geometry, and material quality, while also signaling a fresh, honest perspective on legal practice.
Introducing a physical element—the brass tie-shaped clip—was a deliberate decision to bridge the gap between branding and lived experience. Legal work is tactile. Clients handle documents, receive files, and navigate paperwork. By embedding the brand into an object that lawyers and clients interact with daily, the identity transcends visuals and becomes sensory. The weight and feel of the brass clip reinforce the firm’s values: reliability, precision, and respect for detail. This physical manifestation strengthens memory recall and fosters a sense of exclusivity and craftsmanship.
The Golden Ratio brought structure and mathematical elegance to the logo. Using a Phi grid ensured that every curve and alignment followed a harmonious proportion, balancing the playful ingenuity of the tie-clip metaphor with the precision associated with the legal profession. This choice elevated the design from clever to timeless. The ratio introduced an invisible order—one clients may not consciously notice, but inevitably feel. It communicates refinement, professionalism, and a sense of deliberate rigor.
The symbolic connection between the tie and clip emerged through exploring what truly defines a lawyer’s presence—both physically and functionally. The tie communicates dignity, formality, and classical professionalism. The clip represents organization and control over information. Discovering how naturally these two items complement each other was key. The refinement process focused on merging their silhouettes without creating visual confusion. Through reduction, iteration, and abstraction, I arrived at a symbol where form follows meaning—distilled yet richly communicative.
Creating a brand recognizable without its logo demanded consistency across texture, color, shapes, and materials. The strategy involved developing a system of recurring visual cues—particularly the tie-clip geometry and the distinctive palette rooted in the firm’s name. Office materials, layouts, and even document structures incorporated these subtle motifs. When a brand’s DNA is applied coherently at every touchpoint, recognition becomes intuitive. The goal was for the audience to sense the brand even in fragments, reinforcing trust and memorability.
Designing a brand element that doubles as a functional office device shifted my perspective on branding. It reaffirmed that memorable experiences often arise from physical interactions, not just visuals on a screen. This project expanded my understanding of how design can merge with utility—creating brand extensions that feel natural rather than forced. It encouraged me to think beyond traditional deliverables and explore branding as a tactile ecosystem that shapes how clients perceive and remember an organization.
Winning recognition at the A' Design Award validated the power of blending concept, craft, and storytelling in a conservative sector like law. This project encouraged me to continue challenging assumptions about what legal branding should look like. It proved that authenticity, rooted research, and thoughtful symbolism resonate strongly—even in industries bound by tradition. Going forward, I intend to bring more material experimentation, etymological exploration, and user-centric thinking into future legal branding identities.
Working across digital design tools and physical craftsmanship gave me insight into the value of bridging modern precision with artisanal execution. Digital environments like Affinity Designer allowed perfect geometric control, especially when applying the Golden Ratio. However, translating those forms into solid brass introduced new considerations—tactile quality, durability, and manufacturing tolerances. This interplay taught me that great brand identities often thrive at the intersection of technology and craftsmanship, each informing and refining the other.