Primas Law

Repositioning a boutique national law firm

Primas Law is an entrepreneurial North West and London commercial law firm with clients across the UK.

The firm appointed Freshfield to help create a new brand identity and website that represents the firm’s ethos; quality as the priority.

Our branding team opted for a strong and simple colour palette, centred on black and white. While these are opposite colours, they complete rather than compete when used in marketing.

Primas Law's new logo

Connotations of black are authority, power and strength while white brings cleanness, openness and creativity to the brand (think Apple!).

The primary font is Kepler (Serif), a refined and elegant font with a more modern feel in comparison to older, traditional serifs. The secondary font is Proxima Nova (sans serif), a modern and geometric font.

The new logo has been crafted in the form of a circle which is symbolic of completion, timelessness and unity. When positioning ‘Primas Law’ within the circle, this creates a seal of approval device, a ‘stamp’ to represent ‘quality as the priority’.

Primas Law old branding
The old brand identity

What we did

  • Brand identity development
  • New website
  • Creation of marketing collateral
  • PR and communications management
  • Website and search management

Primas Law letterhead

The client’s view

“It was a challenging brief as many firms position their brand as ‘quality’ but few actually deliver this. Freshfield took time to get to know our brand and people and this investment really paid off. We have had some great feedback from clients and intermediaries. It was just the impact we were looking for.”


Mar 2017






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