A FORMULA ONE BRAND IN ROMANIAN LAW CONSULTANCY
Brand Situation
Law consultancy market has become an extremely selective and competitive environment. Players have been naturally selected by the emergence of new players, who split from the big local law firms or represent foreign companies, along with the expected changes in the Romanian business environment coming with the EU accession. Also, in the recent years, the expanding business needs have imposed specialization in law consultancy services.
In these circumstances, one of the most talented and successful Romanian lawyers, Florentin Tuca, split from Musat&Asociatii law firm, where he had been the Managing Director for a couple of years. He decided to establish his own firm, along with 7 partners and 20 associates. It is a young team, but it has an impressive experience gained in over 10 years of activity on this emergent market, with performance and success as convenient means. Brandient was hired to create the brand of Tuca si Asociatii law firm.
Brandient’s Approach & Solutions
Brandient conducted the internal audit, evaluating the present and the future context of these professional services. It has driven to a strategy based on the team’s reputation and ability to establish professional yet open and flexible relationships with the clients. The firm is capable of remarkable performance and its success bases on the values that each team member refers to: dedication, team effort, ambition and perseverance, work drift and the will to win. The slogan “Performance. Cum laude” makes sense of these values.
Positioned as “the Formula One team of the Romanian law consultancy”, T/A offers top specialized services for local market corporations. The team of lawyers is the keystone of the firm, a concept that inspired the graphic approach of the logo, too: the slash has replaced the “&” sign, used by the most of the law firms, and it aims to communicate that each of T/A lawyers is as good as any one else in the team.
The logo created by Brandient clearly differentiates the firm from other law consultancies. While the category usually adopts traditional, conservative, restrained graphics, here, a sans serif font was used, along with the red colour. This approach communicates by design the dynamism, ambition, power, succes and enthusiast personality of this young and valuable Romanian lawyer team.
