Grette
Individual and Collective Legal Strength
2017
Introduction
Snøhetta developed a new visual identity for the corporate law firm, Grette, based on the concept of interplay – a concept echoing Grette's work methodology and philosophy.
More than being a simple advisor, Grette aims to give legal advice based on deliberative dialogue. Recognizing each individual employee, their efforts, specificities, and strengths lies at the core of how Grette tailors holistic teams that can take on complex legal assignments within a wide range of disciplines – be it within corporate transactions, intellectual property, or the commercial real estate industry.
Technical details
Kodebyraaet
Lasse Fløde
Individuality and collectiveness
The visual identity was founded on the notion of collective effort and regard for individuality that defines Grette. We crafted a visualization tool, a generative algorithm, that considers various employee attributes, prioritizing experience as the primary influencing factor, in addition to factors like the individuals' titles and names.
The algorithm output is a pattern of square shapes in progressive shades of grey, arranged to merge with an underlying color. Whereas characteristics such as title will generate a certain greyscale, the length of the person’s name will influence whether the gradient is structured horizontally or vertically. Each shape represents an employee's distinct attributes, and collectively, they mirror a fusion of skills and experiences within each legal team, forming a diverse pattern of uniqueness.
1. The employee's title defines a shade of gray.
2. The square is subdivided by seniority
3. Parameters of the name decide orientation
4. A selection of employee visualizations
This visualization tool is accessible from Grette’s digital design manual. In the manual, Grette can generate new patterns on the fly based on specific team constellations and across departments.
Employee information is sourced from Grette's intranet and into the design manual, allowing Grette to create customized vector files of the pattern
A Modern Take on Tradition
Grette’s new logo relies solely on typography, leveraging the established Grette name and heritage. Blending elements from two classic typographic styles, the logo embodies the concept of interplay.
The typographic palette features a sans-serif font that combines European grotesque and American gothic styles. These distinct typographies can be used interchangeably or separately, highlighting both individuality and collectiveness.
Photo: Calle Huth
Photo: Calle Huth
Color Palette and Printed Material
A subdued color palette is applied throughout the elements composing the visual identity. Typography and logo are composed of neutral colors such as black, grey, and white. For printed material, an equal number of warm and cold colors are available, ranging from subdued shades of burgundy, aubergine, blue, green, a warm grey tone, and pink.
Additionally, Snøhetta has crafted a comprehensive set of templates and guidelines for printed materials, encompassing items like business cards, brochures, folders, and various official documents.
Photo: Calle Huth
Photo: Calle Huth
Employees and Expertise. In Real Time.
In close collaboration with Kodebyraaet, Snøhetta has created Grette's new online home.
With strict priorities in content, the site showcases Grette’s expertise and highlights the strong duality between individual skill sets and collective efforts. This is reflected by the site's home page, where the characteristic, interactive pattern is generated in real time as new employees join the team and gain seniority.
As you navigate through the site, the correlation between the pattern and the employees of Grette becomes more obvious. Among other, the pattern reflects the composition of legal teams in particular projects.
Contact
Name
Title
Location
Phone
Photo: Calle Huth