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“45 Degrees of Separation”

(Est. 1968) “Kramer Levin provides its clients proactive, creative and pragmatic solutions that address today’s most challenging legal issues. The firm is headquartered in New York with offices in Silicon Valley and Paris and fosters a strong culture of involvement in public and community service. Kramer Levin and its attorneys have been recognized by Best Lawyers, U.S. News and World Report, Chambers series, Benchmark Litigation, Lawdragon, National Law Journal, BTI Client Service All-Star Team for Law Firms, Legal 500 series and M&A Advisor, among many others. The firm has also been widely honored for its pro bono, community service and diversity efforts.”

Design by
Carbone Smolan Agency (New York, NY)

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Relevant quote
The new Kramer Levin identity brings the firm’s outward appearance up to speed with who Kramer Levin is at its core—confident, energetic, creative, and highly professional.

The new logo consists of two elements: the KL Mark and “Kramer Levin” wordmark. Designed for optimal flexibility, these components can stand alone or work in concert, depending on available size, format, and context. The mark is strong and iconic, while maintaining a sense of movement and lightness. It’s rational and straightforward, but not lacking nuance. The “Kramer Levin” wordmark (based upon the impeccably-crafted font, Editor, by Indian Type Foundry) has rhythm and energy but stands its ground upon a strong, stable baseline.

The signature color—a deep, rich orange—is approachable, warm, and a bold counterpoint to a crowded competitive landscape filled with blue.

Images (opinion after)

New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Logo.
New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Monogram grid.
New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Color palette.
New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Website.
New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Stationery.
New Logo and Identity for Kramer Levin by Carbone Smolan Agency
Ads.

Opinion
The old logo was words, written together, some in different sizes. Needless to say, it was boring, forgettable, and interchangeable with any law firm ever in time. The new logo is a nice combination of a serif wordmark whose hard angles match the 45-degree rotation of the “KL” monogram. It’s an unexpected but engaging pairing… even more so with the inline on the monogram, but it all fits like a well-paid lawyer’s suit. The applications are nice and the use of the lighter weight of Editor gives the identity a bookish, editorial feel. Overall, a great improvement that provides a more unique visual voice to the law firm.