NEW YORK, Dec. 14, 2017 /PRNewswire/ -- Carbone Smolan Agency (CSA), the premier branding and design agency in the law firm space, recently unveiled the new corporate identity for Kramer Levin Naftalis & Frankel LLP (Kramer Levin). The new identity was announced as part of a firmwide initiative that included reimagining the firm's brand strategy, communications design, and digital presence.
The new "KL Mark" is the foundation for Kramer Levin's new logo and visual system, which incorporates the initials of the firm's common name. This marks a noteworthy shift for branding in the legal and professional services industry, given that other logos in the field typically consist of pure wordmarks -- partner names set in a typeface. While symbols are infrequently used in the space, recent research suggests that symbols have been shown to create greater emotional commitment to the brand by both customers and employees.
Design for the identity, anchored in the strategy work by consultant Clarity Group, reflects Kramer Levin's core brand characteristics of "proactive," "creative," and "pragmatic." The accompanying rich visual system supports the dynamic mark in a way that creates distinct and ownable brand experiences for Kramer Levin across environmental, digital, and communications applications. The new brand is made even more distinctive with a color palette unusual for the legal space and an expressive, full-color portrait style for attorney headshots.
Paul Pierson, Managing Partner at CSA, comments: "By addressing the corporate identity head on and looking outside of category for opportunities to push the brand, CSA has helped Kramer Levin embrace the opportunities that a distinct visual brand can offer -- something long known and leveraged by top professional services companies and consumer brands."
The identity launch comes as part of an unprecedented comprehensive brand overhaul, which included a full redesign of their website and digital presence. The new corporate website, developed in partnership with technology specialist Rubenstein Technology Group, adopts a user-centric approach to content, featuring simplified navigation and information architecture, a modernized search function, responsive design that scales across devices, and a series of browsing tools and tabs that create more "snackable" content.
Jennifer Manton, Chief Marketing and Business Development Officer, at Kramer Levin comments: "It was important that we addressed the full brand ecosystem as part of a singular initiative. Kramer Levin has evolved as a firm dramatically since its founding over 50 years ago, and it was critical that our brand reflected who we are today across all media, and especially on the website. The brand is a central function of the digital experience, so we started there."
Kramer Levin, with its brand transformation, has ushered in a new era for the firm and set the bar for the legal industry at large.
Carbone Smolan Agency (CSA) is the premier branding and design agency in the law firm space. For over 15 years, CSA has set the pace for digital marketing and branding by bringing innovative user experiences, deep brand strategy, and world-class design to the top law firms in the world such as Latham & Watkins, Cravath, White & Case, and Sullivan & Cromwell. In addition, during the agency's more than 40 years in business CSA has built an international reputation creating outstanding brand programs for top-tier clients, including The Louvre, Boston Consulting Group, Tapestry, Credit Suisse, MoMA, Dale Carnegie, and W Hotels.
About Kramer Levin
Kramer Levin provides its clients proactive, creative and pragmatic solutions that address today's most challenging legal issues. The firm is headquartered in New York with offices in Silicon Valley and Paris and fosters a strong culture of involvement in public and community service. For more information, visit www.kramerlevin.com.
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SOURCE Carbone Smolan Agency