Paul Bailes

EC3 Legal

January 2017



EC3 Legal are a law firm that specialises in the insurance sector that was incorporated in 2013. Now being well established they wanted to update their logo as part of their plans and aspirations for growth.

We were engaged to evolve their logo and develop a new corporate identity that reflects their aspirations for growth while still retaining some link to the past.



Our design approach was to look at sequential modification to the previous logo. This resulted in adjusting the length and shape limbs that overlapped and rotated around the centre point of the logo. We also reviewed the colour pallet used in the logo and how it how the colours could interact when overlaid on top of each other.


The final result was a logo with greater depth and a richer colour palette. We also reviewed the typography adding Lubalin to the identity which provided a strong display font for headlines and statements. Using these elements we reviewed EC3’s marketing collateral creating designs for standard documents, as well as a design for a new website. Our work was then consolidated into a brand guidelines document.


The new brand with its iconic logo and powerful colour pallet has support EC3 consolidate itself as a specialist in the insurance sector and provide a platform on which to launch a consulting service in the application of law applicable to the same market sector.