Client: Totara

Keeping Law Local

Law firms are a funny one. You can't walk down the street without seeing Three names mashed together with the descriptor "& Associates" positioned nearby. The question is what happens if one of the three names moves on... what if all three names move on? That was the situation Totara Law found themselves in.

This presented the opportunity to create a name that cemented the position in their area while developing an identity and communication that spoke to the community. Totara Law was born. A brand that is rooted in it's community, ready and willing to help anyone who walks through the door and proud to be in West Auckland.

The tōtara identity is a natural and welcoming creation designed to provide reassurance and calm. The brandmark aligns with the culture of tōtara law and the future growth of the business. The curved lines resemble hands, open and providing support. tōtara law welcomes everyone who needs help.

The two semi circles resemble the spiky leaves from a tōtara tree. The different colours symbolise different people and the arrangement of them illustrate steps.

1. Internally, the growth opportunities within the business
2. Externally, support and positive steps forward
   

The wordmark is clean and simple with a slight adaptation to the “o”. We have brought in a tōtara leaf to act as the “o” in the traditional maori spelling of tōtara. tōtara is the dominant word with the wordmark with “law” lighter to balance out the overall composition of the identity.