From any work done in his design field, the influential teacher of typography, Emil Ruder, demands that it should aspire beyond established rules and techniques and always keep an open mind for new aspects and experiments. Typography, as both carrier and conveyor of meaning, constitutes an essential part of corporate design, and its successful implementation is thus a sign of high competence. Moreover, as a visual design element, it also discloses a wide creative realm with enormous possibilities.

The corporate design for Wolf Theiss, one of the leading law firms in Central and Eastern Europe, complies with Ruder’s demand to keep an open mind for new aspects. In order to re-assert the firms position after 50 years in the business, a re-assertion from both a client development perspective and for existing and potential employees, the defining characteristic and driver behind the success of the law firm to date was taken as a starting point: passion. Presented as a different kind of law firm in an otherwise rather conservative branch category, the spirit and commitment of the firm are demonstrated in a witty, intelligent and distinctive approach that reduces the design to what really matters in law: the words. Typography thus serves as a visual metaphor within brand communications, conveying the firm’s values and its philosophy through creativity and a clear, direct tone of voice.

client

Wolf Theiss, Vienna
[www.wolftheiss.com]

design

The Partners, London
[www.the-partners.com]

strategic consultant

Martin Rowlatt

creative direction

Jack Renwick

project director

Hannah Kirkman

graphic design

Tim Fishlock, Tim Brown, Bob Young

artwork

Alex John

copywriting

Nick Asbury