Lexr

LEXR is a Swiss and German law firm in Zurich, St. Gallen, Lausanne & Berlin that provides legal practice and services for tech companies. Innovation and ambition are the key attributes of this brand and that’s exactly what their new visual identity reflects. Now they’re ready to conquer the world. The law is often connected with the past and just like technology and start-up culture, it depends on constant innovation. This connection became our main inspiration and so we combined futuristic-looking fragmentation referring to digital typography and the timeless design of symbols referring to the proportions of the 2000 years old Roman capital that is considered perfect even today. Together, these elements brought the idea of endless innovation to life in a single custom-made wordmark with a complement of a unique icon with our custom letter “X” in a circle.