McLennan Ross: Logo Design and Visual Brand

McLennan Ross LLP is a dynamic, creative law firm that provides fierce advocacy in a client-obsessed and strategic manner. With an aging visual brand, McLennan Ross was looking for an update. To reposition the brand, gain awareness, and stand out from its competitors, McLennan Ross needed to refresh their brand and reestablish itself as a leading law firm in Western Canada. They turned to Cubicle Fugitive to help reimagine their logo and visual brand.

Over the past century, McLennan Ross has attained regional prominence and national stature as one of Canada’s Best Law Firms. Since opening its doors, dedication, authenticity, pragmatic solutions, and exceptional service have been the firm’s foundation. The firm desired a refreshed visual identity representing its strength and leadership in law.

To reposition the brand, gain awareness, and stand out from its competitors, McLennan Ross needed to refresh their brand and reestablish itself as a leading law firm in Western Canada.

Cubicle Fugitive designed a solid and straightforward logo with an underline for the McLennan “C,” symbolizing its leadership position through an abstract podium. The logo utilizes a robust and unwavering typeface that stands out when displayed amongst competitor marks. We created several stacked, horizontal, and iconic versions of the firm’s logo to ensure the mark would replicate regardless of size.

We refreshed the firm’s existing palette for its corporate brand to incorporate more modern and timeless shades of blue. Their “Real Teal” expresses the authentic and approachable way they service clients, and their “Resolute Blue” communicates their more premium and practical side. We incorporated bold, enterprising, and surprisingly fun secondary colours for the firm’s advertising campaign. The McLennan Ross identity system is designed to be flexible and contains several versions for use in different uses for maximum brand recognition.