Introduction
Allex is an online service created to help business owners navigate constantly changing laws during the coronavirus pandemic, delivering tailored legal updates in a clear, simple format.
The challenge was to craft a visual identity that feels friendly and approachable, breaking away from the traditional legal aesthetic of serif fonts and muted tones. Instead, Allex adopts a modern, tech-inspired design, emphasizing usability and accessibility.
Logo
The lowercase logotype features rounded corners to convey a sense of friendliness and approachability. Rather than using an obvious standalone symbol, the design incorporates subtle yet meaningful details: the letter "a" includes a hidden speech bubble, representing notifications, while the section sign (§) is cleverly placed where a registered trademark symbol might typically appear, highlighting the logo's legal connection.
Icons
The legal updates in the app are distilled into thematic categories, each representing a different type of alert: basic, legal, date, reminder, and educational. Each category is visually distinguished by a unique color from the brand palette, paired with the section sign (§) symbol from the logo, reinforcing the brand’s identity.
Font
The Neue Haas Grotesk font family was selected as the brand font for Allex. Originally designed in the late 1950s, it strikes the perfect balance between classic and modern, as well as friendly and professional—qualities that resonate with the values of this legal service.
Credits
Agency:
Demo Effective Launching
Creative direction:
Jacek Sadowski, Jerzy Zaręba
Brand design:
Jerzy Zaręba
Motion design:
Jerzy Zaręba