Magnus Legal Technology
Magnus Legal Technology is a disruptor in the legal market, providing flexible legal services to start ups and SMEs. They draw on a network of independent legal consultants, using a unique business model to provide legal work at a fraction of the industry rate.
Establishing MLT as a legal business for the digital age required a visually arresting new digital presence and a reconsidered approach to e-publication.
The brand persona was redefined, championing boldness and honesty as core values that would attract forward-thinking entrepreneurs and high-growth enterprises alike. Rebranding MLT as a modern, tech-focused consultancy repositions them as the modern solution to legal consultancy.
The new logo is designed to establish MLT as a tech-enabled disruptor in the otherwise traditional legal industry.
The designers deconstructed a traditional monogram, rounding the sharp corners of the letterforms to establish a tone of both self-assurance and approachability.
MLT’s existing brand colours were elevated, lifting the terracotta into an upbeat cinnabar and raising the vibrancy of their navy blue to find a tint with dynamic energy. With a high-contrast core palette established, a coded system of bright primary colours was designed to be used for the updated e-books.
Creating semantic links between topic and hue, colour usage was limited to minimal blocks, allowing the audience to select the most appropriate e-book for their needs with maximum efficiency.
We sought new ways to bring MLT’s analytical side into the digital space, dividing headers into unexpected vertical strips, and establishing a strategic yet rebellious layout. We introduced a network of hexagonal geometric elements throughout the digital assets, communicating a hive of collaborative work.
Utilising collage as a medium to place a spotlight on world-changing innovations, ground-breaking objects are combined in unexpected ways to capture the spirit of disruption.
Turning traditional publication design on its head, cover titles were moved to the bottom, and an oscillating grid was established for copy, creating internal spreads that are easy to digest, dynamic and eye-catching.