Jackson Lewis P.C. is an American law firm founded in 1958 that focuses exclusively on workplace law, representing management in labor and employment matters.[1] The firm’s visual identity was refreshed by the New York-based brand design agency Odgis + Co, which was brought in to create a messaging platform and design system reflecting the firm’s approach to addressing employees and the workplace.[2]
Design and History
Odgis + Co’s refresh of the Jackson Lewis brand was reported by Graphic Design USA in April 2024.[3] The agency maintained some aspects of the former brand, including its logo and basic color palette, while transforming and expanding the identity into a new brand system.[2] The project also involved redesigning the typographic approach, photographic direction, and icon depiction to emphasize the firm’s crisp, clear, professional approach.[2]
As part of the new system, Odgis + Co created the Arc, a key brand asset derived from the negative space formed by the union of Jackson Lewis’ initials “JL.”[2] The Arc is used throughout the system in various ways to create a distinctive and dynamic brand.[3] Odgis + Co also created a brand style manual and an overall look and feel for the firm’s assets and touchpoints, with the transformation described as an ongoing process.[2]
Meaning and Symbolism
The Arc form contains a right angle, metaphorically referencing Jackson Lewis’ linear legal nature, combined with a curve, suggesting the humanistic side of collaborative relationships.[2] This dual geometry was designed to balance the firm’s legal rigor with its relationship-driven approach to client service.
Typography and Design
Odgis + Co paired the firm’s original color palette with a set of darker shades of those colors to be used predominantly, employing the original brighter colors as accents.[2] The agency redesigned the typographic approach as part of the broader brand system, though specific typeface details have not been publicly documented.[3]
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