Kitson Boyce was formed in a merger of two top-tier South West-based solicitors, bringing the expertise and exceptional service of Kitsons and Boyce Hatton together to become a leading provider in legal guidance and client satisfaction. With the two companies joining forces, a new identity was needed to represent the combined offering as a single entity, while retaining important attributes from each.
Drive was commissioned to work with the Kitson Boyce team to establish strategic brand positioning, identifying points of strength and difference, as well as forming new brand values, mission, vision and purpose as a narrative that could be used for both internal and external communications. After consolidating and drawing insights from market research, workshops and staff questionnaires, our findings were translated into a new modern visual brand identity.
The logo symbol (or monogram) is an abstraction of the space between the letters K and B, for Kitson Boyce respectively – in a sense, the gaps, or the ‘detail between the lines’. These shapes are further rounded and simplified into more friendly, human and organic shapes, which produce a clear and simple mark – the basis for a graphic symbol language that was later developed. The shapes and the ‘B’ colon (:) is also a nod to the design language of the previous Kitsons identity exclamation mark, while the curves of the ‘K’ echo the Boyce Hatton’s previous logomark.
Core to the brand personality is a professionalism with warmth (legal expertise with a personal touch). The shaping of the upper- / lowercase lettering on Kitson Boyce coveys this welcoming appeal, while retaining a professional feel. Subtle, rounded features on the ‘t’ and dot on the ‘i’ further reinforce the human and geometric characteristics, while the colour combination of hot red and blue creates a balance of warmth, vibrancy and dynamism combined with trustworthiness and professionalism. These core shapes were further developed into a graphic language that formed icons, quote marks and illustrative elements for a consistent visual theme in communications.
The identity was applied across various corporate materials, guides, stationery, social channels and a company introduction. In addition, it was incorporated into a refreshed website that maintained the underlying structure of the previous Kitsons website, also designed and built by Drive.
