Option
1
Round
1
About the Brand
Rapulana Attorneys is passionate about protecting the ideas that businesses developed to that point, and then empowering them as a strategic partner to advance even further. Their process ensures that their clients get what they are after by supporting them as a trusted advisor and strategic partner. They provide peace of mind, assurance, and support in making important business decisions by specialising in commercial legal services like contract drafting, intellectual property and trademark registration, as well as legal collections. Unlike their top competitors in commercial legal services (Steyn Attorneys, Mayberry Attorneys), what makes them different is that while other attorneys sell services, they sell peace of mind and assurance so their target audience will have the confidence to grow and advance their business. Their goal is to redefine how law is practised by making it accessible and simple. Financially, they want to go beyond R5 million in turnover in the next 5 years, as well as grow their team to 16.
The Target Audience
Rapulana Attorneys wants to work with tech businesses, construction companies, manufacturing companies, and companies in the fast-moving consumer goods (FMCG) sector. This audience segment would be more male-oriented. Additionally, they also want to work with creative, media and marketing agencies, accountants, business coaches and innovation hubs that contribute to and enable business development, especially for small businesses. This audience segment would introduce a female target audience. The specific roles that the brand targets are compliance officers in construction and manufacturing, and business owners and operations managers in small to medium businesses. They are in the 30–55 age group from the middle to upper income class. What makes them approach an intellectual property attorney is a past experience of engaging in a business agreement that was contractual but then turned sour, and suffering a loss because the contract was not properly drafted. So they want something that's fair and binding for both parties next time. Additionally, a business owner that is also about to engage in a business agreement but understands the importance of having proper contracts and needs a partner to support them in legal matters and to protect their brand as an asset.
tHE gOAL
Rapulana Attorneys is in the process of rebranding. They need a brand identity design and branding stationery that will serve as a symbolic reference and association to help people remember their brand. Their customers should describe them as providing structure and clarity while being simplistic and accessible, and they should feel a sense of peace, support, security, confidence and trust. The logo will be visible on social media, website, documents, brochures, folders, business cards, branding stationery, pens, apparel, banners, and PowerPoint presentations. Keep in mind that the current logo has sentimental value. The name comes from the owner’s surname, suggesting a sense of personal pride and values that are embedded in the brand’s essence, as well as a legacy that is being built.
The Old Logo
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo features a the original R, redrawn and optimised. A bold underline was added to the symbol. Together they form a logomark that is a play on the owner's initial on a signing line. This is a symbol of the owner's approval and pride on everything they do. It is also reminiscent of the contractual and legal nature of their services.
Typography
This font pairing blends tradition with modernity, making it a strong fit for a legal brand that wants to be seen as both authoritative and accessible. The contrast between serif and sans-serif enhances readability and visual hierarchy, supporting the brand’s promise of structure and clarity.
Primary Typeface
Primary Typeface: Libre Baskerville - Bold
About the Font
Libre Baskerville Bold is a classic serif typeface that exudes sophistication and trust. Its traditional letterforms create a sense of authority and professionalism, making it ideal for legal and strategic communication. As a heading font, it commands attention while maintaining elegance and clarity.
Secondary Typeface
Secondary Typeface: Red Hat Display - Regular
About the Font
Libre Baskerville Bold is a classic serif typeface that exudes sophistication and trust. Its traditional letterforms create a sense of authority and professionalism, making it ideal for legal and strategic communication. As a heading font, it commands attention while maintaining elegance and clarity.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This colour palette is highly suitable for Rapulana Attorneys. The combination of cool blues and soft neutrals evokes a sense of trust, professionalism, and calm — aligning perfectly with the brand’s promise of peace of mind, structure, and clarity. The palette also balances authority with accessibility, making legal services feel less intimidating and more empowering.
Primary Colour
Strategic Blue
Strategic Blue conveys intelligence, reliability, and professionalism. It’s often used in corporate and legal branding to instill confidence and trust. This colour supports the brand’s role as a strategic advisor and protector of business ideas.
Secondary Colour
Deep Trust
Deep Trust represents stability, depth, and seriousness. It reinforces the brand’s credibility and its role in helping clients make sound, secure decisions. It’s a grounding colour that supports the brand’s promise of peace and assurance.
Tertiary Colour
Empower Blue
Empower Blue suggests progress, innovation, and clarity. It’s ideal for a brand that wants to be seen as a forward-thinking partner in business growth. It adds a dynamic edge to the palette while maintaining professionalism.
Light Colour
Clarity Mist
Clarity Mist evokes simplicity, openness, and calm. It helps create a clean and accessible brand image, making legal services feel less complex and more approachable.
Dark Colour
Legacy Steel
Legacy Steel conveys strength, tradition, and authority. It reinforces the brand’s legacy and the personal pride embedded in its name, while also supporting the seriousness of legal matters.
Text Colour
Calm Slate
Calm Slate is gentle and reassuring. It’s ideal for text as it’s easy on the eyes while still maintaining a professional tone. It supports the brand’s goal of being clear and accessible.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
