Franklin
Bringing meaning and momentum back through branding
Overview
With a team of 70 lawyers, the Franklin law firm specialises in the main areas of business law, serving both French and international clients.
This prestigious Parisian firm recently restructured itself around a younger team determined to open a new chapter in the firm’s history.
Services
Brand guidelines
Brand platform
Communication
Visual identity
Web design
Challenge
The partners tasked The Imageniers with the mission of rethinking the Franklin brand and renewing its visual identity.
It soon became clear that the brand image needed more stature and meaning.
Proposal
A brand is strong when its name and identity form a coherent whole.
As the firm is called Franklin, it seemed obvious to us that Benjamin Franklin should be at the heart of our reflection. We struck upon one of his most famous experiments conducted in 1752. In the midst of a storm, Franklin send his kite flying up into the air so that it would be struck by lightning. He managed to conduct the electricity down the string and reduce its current. It was a resounding success and made him the inventor of the lightning rod.
This iconic experiment inspired the new Franklin logotype and the entire visual universe based around it. The imagery that makes up the firm’s iconography also aligns with this identity. It mainly features skies—an echo of the one that saw Franklin’s kite brave the lightning.
