Jung von Matt Brand Identity creates new brand identity for MLL
For the merger of the commercial law firms Meyerlustenberger Lachenal and Froriep, Jung von Matt Brand Identity developed the brand strategy, positioning, and brand design for the new, combined brand MLL.
The merger of Meyerlustenberger Lachenal and Froriep is intended to create the business law firm of the future: Innovative legal services that anticipate future trends in both modern and traditional industries, with a strong focus on the high-tech sector and innovative and regulated industries.
Jung von Matt Brand Identity provided strategic support for the merger of the two brands. Together with both parties, the positioning of the new law firm brand was developed and a new brand identity was developed as a strong signal for a new, joint future.
More than 1+1
In the merger of the two brands, it was crucial from the beginning to merge the previous legacy and the created brand equities of both brands into a new common brand. The merger was not intended to create the sheer addition of two excellent commercial law firm brands, but rather the added value of bundled know-how, experience, reputations and innovative strength united in the new, one brand MLL.
In order to send this signal not only to the outside world, but also to anchor it internally, a joint brand positioning was developed. In doing so, the previous strengths of both law firm brands were taken into account and supplemented by aspects that are intended to sum up the new self-image as a "thought leader" and "game changer": Outstanding legal advice with the highest quality of advice and service.
Dynamic design language
In order to express the new brand in the brand design as well, a lively design system was developed. Existing design elements of both law firm brands - such as signature colors, logo and typeface - were taken into account and transformed into a new, innovative and dynamic design language. The interlocking letters "MLL" form a concise figurative sign and logo.
Based on the design language of the logo, a signature pattern was created in combination with modern color combinations, which creates a high level of recognition in flexible applications, even in a stand-alone position. The timeless and fresh design colors symbolize MLL's professional and human diversity and cosmopolitanism. The new concise brand design borrows from the tradition of Swiss design style and the graphic power of the Bauhaus.
Responsible at MLL Meyerlustenberger Lachenal Froriep: Alice Brunner, Caroline Millet, Dunja Koch, Dr. Peter Schramm, Sara Zanon. Responsible at Jung von Matt Brand Identity: Diana Geissel, Dr. Thomas Deigendesch (Strategy), Boris Stoll, Christina Widmann, Daria Baumgartner (Corporate Design and Motion Design).
