JW Botes Inc
Task
Refresh JW Botes Inc.'s brand by modernising their logo and visual identity while retaining their established colour palette. The goal was to create a fresh, contemporary brand strategy that reflects the firm's professionalism and positions it for the future.
The identity is built around the square—a deliberate nod to the firm’s original logo while introducing new meaning. Layered squares represent the files, documents, and notes that form the foundation of every legal case. Together, they also evoke a pixelated image, symbolising the process of analysing complex information until a clear picture emerges. To preserve the firm’s heritage, the iconic script “J.W.” was retained and refined using a typeface that more closely resembles the founding partner’s authentic signature, creating a stronger connection to the firm’s legacy.
LOGO LAYOUT VARIATIONS
Beyond the logo, we refined the firm’s secondary colour palette and established a modern photographic style to create a more consistent and recognisable brand. The pixel-inspired square motif was extended across imagery, representing the many pieces of information that come together to reveal a clear picture—reflecting the analytical nature of legal work and reinforcing the core concept behind the identity.
We also restructured the firm’s service offering to improve clarity and navigation, making it easier for clients to understand the breadth of expertise available. To ensure consistency across presentations and marketing material, we introduced a standardised icon system using Google Material Icons, providing the team with a cohesive and easily accessible visual language.
Sadly, the brand refresh was never officially launched following the sudden passing of Founder and Director J.W. Botes early 2026.
Our heartfelt condolences remain with his family, colleagues, and everyone whose lives he touched.
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