Dinse, a prominent law firm based in Burlington, VT, was experiencing an identity dilemma. Their reputation was strong, their firm was growing, and their equity was overwhelmingly positive. However, their visual brand did not represent who they felt they were, or where they wanted to go. Plus, their brand flagship—their website—didn’t serve their marketing goals.
Original Dinse logo
The logo needed a more proportional place for it to live, giving more emphasis to their name. The harsh red and black needed to be replaced—they are authorities in their fields and work to win, but they are also champions and confidantes for their clients. They needed a calm, authoritative blue, crisp white and lively yellow to reflect this.