Spetter Zeitz Klaiman: Logo
Project
In early 2024, Spetter Zeitz Klaiman (SZK) embarked on a bold rebranding journey to reflect its transformation to a modern firm with client-centred values. With a fresh name and a renewed vision, SZK turned to Cubicle Fugitive to craft a logo that captured its evolved identity.
The resulting logo is a sophisticated wordmark that pairs the firm's acronym, SZK, with the full partner names in a refined, modern typeface. A key design feature is the strategic integration of movement, most notably in the customized "K," which is intentionally crafted to emphasize only the right portion of the letter—forming a sleek, arrow-like shape that symbolizes progress, momentum, and the firm’s unwavering commitment to guiding its clients forward.
Beyond this clever design element, the letters within the acronym were carefully refined with subtle, intentional cuts to create a seamless flow that naturally moves the viewer’s eye from left to right. This visual continuity reinforces SZK’s modernity, agility, and innovative approach to complex legal matters.
Maintaining the firm’s established blue colour palette, the new logo conveys trust, innovation, and a contemporary edge. This visual identity extends across SZK’s website and broader branding, with the arrow motif subtly woven into key design elements, reinforcing the firm's dedication to forward-thinking solutions and client success.
With this fresh identity, SZK reinforces its commitment to approachability, technical excellence, and remaining at the forefront of the legal profession.
