AGRD

How do you create a new, innovative brand in a conservative business? As the first in Europe, private equity company Axcel has formed a group of business law firms with the ambition to innovate the industry by collaborating and investing in tech and AI: AGRD Partners Visual identity and brand concept. The brand’s tone of voice is distinguished from more traditional players in the law field, blending warmth, humor, and modernity. The logo design concept is based on geometric typographic compositions that plays within a structured system. Short after the launch, AGRD had gone from a blank canvas to a well-known legal brand, gaining wide attention and news articles, and sparking a European debate about the future of the business law industry. Brand concept developed in collaboration with Plus1. Connected by Noerd.

The color palette reflects the brand’s position as modern,
forward-thinking – grounded in timeless values.

Earthy brown tones create a warm and sophisticated foundation, evoking quality, trust, and calm. Paired with a vivid electric blue accent, the palette introduces a bold sense of energy.

To emphasize the brand’s innovative and forward-thinking spirit,
the aim is to primarily work with illustrations rather than photography. This approach creates a more symbolic, creative, and idea-driven visual world — reflecting the brand’s character as intelligent, human, and progressive.

The illustration style is based on a collage technique,
where various elements are combined into visual metaphors. By blending the traditional with the contemporary, a subtle clash emerges — often with a hint of playfulness — reinforcing the ambition to challenge conventions and think in new ways.

Illustrations by Luis Garcia.

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