Identity for a lawyers’ firm around an ambigram

Sep

Sep






Sep

Designed at Molaría
Creative Direction: B. de Arteaga, M. Rufilanchas
Head of Art: S. Henarejos
Graphic Design: B. de Arteaga
Printer: Dis Coelsa
Web Graphic Design: N. Mirapeix, B. de Arteaga
Web Photography: S. Henarejos (groups), A. Quirantes (city)
Account Holder: B. de Arteaga
Client: Salvador Ferrandis & Partners
Year: 2008


The members of Salvador Ferrandis & Partners arrived; announced that they wished the letters S,F & P to be the protagonists of their corporate image; presented me with proof that they wanted something modern, and left. I summoned the Court of Acronyms. I appealed to the 3 letters, 3 letters only and in strict order, what an aggravation! And since I wasn’t happy with them merely forming an elegant and pretty logo, I kept trying to turn it around. I turned it around so much that I ended up with an ambigram. And I managed to give SFP the strength of a symbol. Like ABBA, New Man, Sun Microsystems or the DeLorean from Back to the Future. If these lawyers could be accused on something, it would be on how brave they were to trust an identity like this in a world that is so inexplicably conservative. Or have you never witnessed it?

Sep