Fillmore Riley: Logo and Brand Refresh

As a result of our brand positioning research, Cubicle Fugitive discovered that the brand foundation of Fillmore Riley was strong, with highly favourable opinions about the firm's work, services, and lawyers. However, their brand visuals and messaging required an update. The firm's green colour and overall design aesthetic did not reflect its high-end services.

With a timeless logo already in place, Cubicle Fugitive worked with the firm's marketing team to refresh the band to be more sophisticated by carefully selecting colours, fonts, patterns, and imagery.

Cubicle Fugitive revitalized the existing logo by transitioning from a lime green colour scheme to a neutral palette combined with black. We also created additional sub-brand logos for firm initiatives, where required.

With a timeless logo already in place, Cubicle Fugitive worked with the firm's marketing team to refresh the band to be more sophisticated by carefully selecting colours, fonts, patterns, and imagery.

Our design team was inspired by the firm's lawyers, who are both "salt of the earth people" mixed with intelligence, professionalism, and sophistication. We selected a premium colour palette that included rich black, desert sand, bronze, and white, all neutral colours providing depth and high contrast. This deliberate choice highlights Fillmore Riley's premium position in the legal community (represented by black) while expressing its approachable and grounded approach to clients and the local community (represented by beige). The brand fonts were also updated to reflect the modernized brand image. Minerva Modern, a contemporary sans-serif typeface designed by Gábor Kóthay, was selected for headlines. For paragraphs, Neue Haas Unica, a neo-grotesque sans-serif typeface designed by Toshi Omagari, was chosen.

The Cubicle Fugitive team developed comprehensive brand guidelines to ensure consistency and clarity in the visual brand. These guidelines defined the visual positioning, explained the brand's meaning, and provided direction for its integration into Fillmore Riley's operations. Working closely with Fillmore Riley, Cubicle Fugitive successfully launched the new brand internally and in the market and created all necessary supporting materials to facilitate a seamless brand implementation within the firm and the community.