INTRO

Clyde & Co is a global law firm that provides a complete service to clients in its core sectors of insurance, transport, energy, infrastructure and trade & commodities. For some time, C&C has identified a new business that is rapidly growing and in more demand than ever: Cybersecurity.

The new business, that sits within the firm as a new branch, wants to protect users from technology emergencies, and represent the process of how they can be managed.

This new department will perform as a platform that will be available 24/7, anywhere in the world and with always someone available to assist you during the emergency.

A cyber attack on your business is traumatic. It’s a violation of something you care about, and it feels personal. At Clyde & Co, we understand. So we respond like humans – calm, clear and confident. Our team of legal, technical and communications experts will take care of everything. We’ll act fast to keep your business running smoothly and to minimise the impact on your customers, your reputation and your bottom line.

We’ll make sure you emerge from the experience stronger and more robust. We are at the front line of cyber security globally. We’re constantly analysing new risks and developing solutions to protect against them. Whatever your situation, we’re with you 24/7 and we’ll get you where you want to be.

In a crisis, you don’t need robots. You need a partner you can trust.

VISUAL IDENTITY

The new department will be established as a sub-brand within the firm. Therefore, when approaching it creatively, it has to breathe the corporative brand of Clyde & Co, but still feel something different and new.

The brand personality goes around values such as “bold”, “personal”, and “modern”. These were visualised on the brand identity by creating distinct and strong differentiating elements, establishing a new colour palette, and selecting a new typeface accordingly.

We were compelled to express the brand on a very versatile way. We always kept in mind that C&C is growing as a firm, that they might add new products or services to the offering, and so we needed to respect the mother brand, and by creating this sub-brand still considering the limitations of belonging.

That’s why, when selecting a new palette of colours and a new font to represent the new sub-brand, we were still keeping basic assets from the mother brand; such as the main font (Caecilia), brand colours (Grey and white) and other elements that still would visually relate Continuity to Clyde & Co.

There are two versions of the logo representing the Continuity brand:

• Full scale on regular assets.

• Reduced version for social media cards.

CONCEPT & VISUALS

There’s a strong symbol that is already part of the Clyde & Co logo, and that speaks by itself. The “&” icon, connects and brings the feeling of “togetherness” and partnership. It’s already a recognised anchor of the mother-brand logo, and we believe that using this symbol as part of the creative approach can be create a solid concept.

It can be used as a relation between a situation and an outcome, and for merging extreme concepts into one visual idea.

IMAGERY

Through the selection of images we represent the core of human values that sit within technologies and modern society and to an extend the positive impact it has when providing our services.

City connections: how the human interacts with the city and coexists in an architectural space where speed and time impose, providing the natural and close side that balances it.

Human touch: following the guidelines of C&C in which we are not showing any faces, we wanted to introduce the human aspect by showing body parts and silhouettes that insinuate human bodies and can that give that feeling of warmth that Continuity wants to represent.

Cyber shapes and textures: the representation of technology through bold shapes, textures, lights, and geometric figures that symbolise the balance and complexity of modern mechanisms.

Calm feeling: a visualization of the outcome of our mission. The end of a process. Peace of mind, a trust feeling, someone to rely on, tranquility.

VISUALS

When imagining the brand, we thought about how this could be applied to various contexts and reflected in different platforms.

The Continuity brand is much more versatile than the sub-brands that Clyde & Co has. It applies to everything we see on the internet and anything that needs to do with online platforms, that’s why we had more freedom in terms of creativity when we had to apply it or imagine different scenarios.