Introduction
Introduction
Conceived at a time when a lot of business owners were confused by constantly changing laws during the coronavirus pandemic, Allex is an on-line service that helps in getting just relevant legal updates about the user's industry in an easy and understandable format.
The challenge was to create a visual language that would make the service look friendly and easy to use. That meant breaking the rules of the legal world, where serif fonts, sharp edges and toned down colours are dominant. As a result, the brand's identity has more in common with tech companies than law firms or judicial institutions.
Conceived at a time when a lot of business owners were confused by constantly changing laws during the coronavirus pandemic, Allex is an on-line service that helps in getting just relevant legal updates about the user's industry in an easy and understandable format.
The challenge was to create a visual language that would make the service look friendly and easy to use. That meant breaking the rules of the legal world, where serif fonts, sharp edges and toned down colours are dominant. As a result, the brand's identity has more in common with tech companies than law firms or judicial institutions.
Iconography
Iconography
The legal updates received in the app are destilled into thematic baskets, each representing a different sort of alert type - basic, legal, date, reminder and educational. Each of those baskets uses the section sign symbol from the logo in a different color from the brand colors palette.
The legal updates received in the app are destilled into thematic baskets, each representing a different sort of alert type - basic, legal, date, reminder and educational. Each of those baskets uses the section sign symbol from the logo in a different color from the brand colors palette.
Brand font
Brand font
Neue Haas Grotesk font family has been chosen as the brand font of Allex. Considering that it's been around since the late 50's, it's a perfect choice for Allex. It's classic yet modern, friendly yet professional - values that can be attributed to this legal service as well.
Neue Haas Grotesk font family has been chosen as the brand font of Allex. Considering that it's been around since the late 50's, it's a perfect choice for Allex. It's classic yet modern, friendly yet professional - values that can be attributed to this legal service as well.
Credits
Credits
Agency: Demo Effective Launching
Project manager: Marcin Maciejewicz, Jacek Sadowski
Creative direction & creative work: Myself