GAVEL
LEGAL DOCUMENT AUTOMATION STARTUPThey reached out to me looking for an accompanying brand refresh that felt invigorating, captured the breadth of their new offerings, and differentiated them in a sea of uninspiring, repetitive B2B/SAAS branding.
Brand identity
Website
The new logo features a bold, lowercase sans serif similar to the original logotype. We wanted existing users to feel like they were seeing a familiar brand and prospective customers to get a sense of modern accessibility they could trust.
We developed a new logomark we called The Stack, minimalist and reminiscent of a document but representing so much more — assembly, evolution, balance, and punctuation. It was designed to be deconstructed and used across UI touchpoints.
NEW HUES, FAMILIAR ROOTS
We grandfathered in some of the old brand colors — an electric green and a warm gold — and introduced some new ones, including a hero ultraviolet to reference a shifting digital landscape without being yet another tech startup blue.
All together, it’s modern, a bit unexpected, but still accessible and clean as a whistle.
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