ELEXI Law Firm
Instead of going for the obvious “Partner Surname & Other Partner Surname”, Turin-based law firm Elexi opted for a modern name with a sound that reminds of the word “lex” (latin for “law”) and the verb “eligere” (to chose).
They consequently asked for a logo that challenges the stereotypes of the law industry: no serifs, scales, pillars or echoes of ancient Rome.
Simple geometries, oblique lines for dynamism and extra focus on the “x” as the universal symbol for “choice” and to help people notice the hidden word “lex”.
Up next: La Grande Illusion