When conceptualising Hamer Attorney Inc.’s visuals, we took great care to ensure we incorporated the philosophies that drive them. The three-part logo, which as a whole is an abstract reference to the “scales of justice”, conveys crucial aspects of the business. Firstly, it denotes the members of the organisation: the attorney, the notary and the conveyancer. Then it focuses on the three parts of the business: residential developments, commercial developments and renewable energy. Lastly, we decided that we would implement no framing around the logo to communicate the out-of-box and boundary-pushing approach of director, Warren Hamer. When it came to the font, the obvious choice was Gotham, a font which is known for representing honesty and professionalism, two ideals that form part of Hamer Attorney Inc.’s core values.