Free + Fair Litigation Group
Role
Creative Direction
Website Design
Animation
Free + Fair Litigation Group is a newly-formed nonprofit law firm fighting authoritarianism in America. The visual identity needed to reflect the gravity of their mission while also exciting potential donors and maintaining an air of professionalism. This necessitated a departure from the cliche and expected patriotic colors, imagery, and themes commonly associated with similar litigation groups. The resulting visual identity is simultaneously stark and sophisticated, relying strictly on typography, color, and layout to communicate the urgency of the organization's purpose.
The logo leverages the plus sign (+) symbol as an anchor that balances “FREE” with “FAIR,” evoking the scales of justice and underscoring the firm’s mission to restore a balanced democracy. The plus symbol can also stand on its own as a logomark. The subtle directional notch at the center of the logomark injects a sense of optimism and progress by suggesting onward and upward movement.
