Loyens & Loeff is a European law and tax firm operating in the Netherlands, Belgium, Luxembourg and Switzerland. The firm was established on 1 January 2000 through a merger between tax firm Loyens & Volkmaars and law and notary firm Loeff Claeys Verbeke [1]. The firm describes itself as a leading independent, full-service law and tax firm in Europe [2].
Design and History
The Loyens & Loeff visual identity is built around a blue brand colour, which is referenced in the firm’s own workplace installations. In a digital art installation created for the firm’s Amsterdam office, the lighting settings were inspired by the colours of the sky throughout the day, with the blue brand colour of Loyens & Loeff used for the midday tones [3].
In 2021, Loyens & Loeff Luxembourg commissioned the creative studio lola to create a logo and flexible visual universe to celebrate the firm’s 30th anniversary in Luxembourg throughout that year. The project was intended to unite both internal and external audiences for the occasion [4]. This anniversary identity was a temporary celebratory campaign rather than a permanent rebrand of the firm’s main logo.
Meaning and Symbolism
The firm’s core value of “we put people at the heart of our business” served as the key inspiration for the Amsterdam office art installation, which was designed to represent the firm’s staff and their intrinsic value and impact within the company [3]. This value statement relates to the firm’s broader brand positioning rather than to a documented meaning of the logo’s graphic elements.
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