Hartzog Conger Cason
With a reputation for legal excellence, Hartzog Conger Cason is also known for their historic physical space. The firm’s headquarters features a stunning winding staircase that represents ascension and has become a symbol of the firm’s commitment to upward mobility for its clients and employees alike. With a legacy spanning several decades, Hartzog Conger Cason continues to be a leading force in the legal industry, known for its unwavering dedication.
Client: Hartzog Conger Cason | Agency: Flight
Challenge: Create a modern, refined brand identity that incorporates the firm's historical significance and the winding staircase.
Solution: The new visual identity highlights the firm's core principles of commitment to service and expertise. The overall brand refresh reflects the firm's prestige, history, and contemporary approach to the practice of law. The result is a dynamic, cohesive visual identity that reflects the firm's continued evolution as a leading force in the legal industry.
Scope: Brand Strategy • Visual Identity • Print Design • Digital Design • Brand Guide
Logo Evolution:
The previous Hartzog Conger Cason logo was deemed challenging to work with in applications. The winding staircase became the spirit of the logo, making it more versatile for application.
The Logo:
The Hartzog Conger Cason logo pays tribute to the firm's legacy and values. The clean, sans-serif font is paired with an elegant serif to create a perfect blend of innovation and heritage, while the mark references the firm's winding staircase, symbolizing upward mobility and success.
Color Palette:
The new brand color palette features a combination of beige and deep greens, representing the firm's professionalism, trustworthiness, and stability. Beige provides a neutral and calming base, while deep greens evoke a sense of sophistication and prestige that are commonly associated with the legal industry.
Typography:
Cormorant and Cabin, were selected for their elegant and modern qualities.. Cormorant, a serif font, adds a timeless touch of sophistication, while Cabin, a sans-serif font, provides a contemporary feel that represents the firm's forward-thinking approach.
