Small business law firm logo design. We're a labor and employment law firm in Seoul, Korea with three partners (and no associates yet — this is a true startup).
Our target customers are Fortune 500 multinationals' resident country managers, in-house counsel, and legal departments based in the US and Europe. We do not seek to market to individual clients, although we may on occasion represent executives with legal issues against their employers. We're a B2B service provider — our services are not aimed at families or the general public.
Our domain name is "worklaw.kr" and we're looking for a wordmark that incorporates the domain name and possibly an expanded tradename of "Worklaw Korea". This logo will be used on business cards and a website that will probably adhere to Google's Material Design standards.
As a B2B legal service provider, we must project subject-matter competence, steadiness, and reliability while at the same time because we are in competition with entrenched big law firms' labor and employment law teams we must appear to be progressive, innovative, modern, and active. But not too much so, because we are also dependent on referrals from big law firms who are not in our market. We must appear to be a peer or peer-level in all aspects other than number of professionals.
Legal services are fundamentally a luxury service paid for with OPM — other people's money. There is nothing that we do which cannot be done by the client him or herself, assuming facility with Korean language and familiarity with Korean culture. What we offer is the luxury of offloading responsibility, risk, and blame for bad outcomes onto someone else; this luxury-service aspect is critical, because although of course our rates will be slightly lower, we are NOT a value provider. Our competitive differentiation comes in responsiveness, creativity, and overall cost because the client does not hire a giant team and have to feed them all.
In respect of color, we probably need two concepts. This logo may be used in a monochrome (black against a white paper background, or white against a colored background) use case, and in a spot color or full color use case. Because we're insurgent, we will stay away from the traditional, staid navy blue color and seek to work from a brighter palette.