Ursel Phillips Fellows Hopkinson LLP: Logo Design

As the firm transitioned from being known as Green & Chercover to Ursel Phillips Fellows Hopkinson LLP, the partners were eager to get a vibrant and modern new brand. With a long and loyal client base, made up of unions and workers from across Ontario, as well as in the federal jurisdiction, including employees in the education, construction, police, industrial and entertainment sectors, the firm wanted a brand that stood for “Justice at Work”.

The new namesake partners were eager to develop a new logo and icon that included the firm’s initials and full names. With four, uneven names, this was quite a challenge. We wanted to develop a new mark that would be strong and easily recognizable in a vertical and horizontal format. Something that would stand out well versus other competitors on a sponsorship ad or in narrow width.

We were inspired by their socialist ideals and selected a bold, modern orange for the firm’s new brand colour and paired it with a warm grey and striking black.

The firm wanted a new brand that was classy and timeless, very modern, and displayed a sense of quiet confidence—like the professionals that make up this firm. We were inspired by their socialist ideals and selected a bold, modern orange for the firm’s new brand colour and paired it with a warm grey and striking black.

The icon became a strong and stable enclosure of the firm’s initials. We coupled the bold brand with provocative photography from their award-winning photographer, Vincenzo Pietropaolo, which beautifully captures the plight of the unionized worker.