Deceptive
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For The People (Morgan & Morgan) - Brand Development

What if Google were a law firm? When the largest personal injury law firm in the U.S. set out to become the 21st century law firm, they needed their brand, TV ads, and web presence to reflect their passion for technology and efficiency. 

The focus is on The People

The focus is on The People

In order to shift focus from the company to the clients, we chose to move away from the Morgan & Morgan name and make the firm’s slogan the new brand: For The People. The new logo had to reflect this shift: “Morgan & Morgan” sits above “For the People” in smaller font. In the same color red, a parenthesis protects “the people”. The font also grows bolder from left to right to reinforce the focus on what’s really important: the people. 
 

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The Challenge

The Challenge

Developing a logo with long words is always a challenge. In order to make the Morgan & Morgan element more compact and visually pleasant, the “&” was incorporated as a negative space in the letters.

A responsive design:

A responsive design:

For The People site is designed to look great everywhere.

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Journey for Justice

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