Backsheet

Backsheet is a digital case preparation tool for trial lawyers, designed to reduce the bundles of paperwork they traditionally carry to court. Each bundle is wrapped in a piece of paper, called the ‘backsheet’, to identify its contents and then tied together with a pink ribbon. It is these two simple concepts that inspired the approach behind both the brand name and visual identity.

We immersed ourselves in the world of trial lawyer, through a process of discovery, research and stakeholder engagement, to understand how the product will improve traditional ways of working. A backsheet is a term known by all lawyers, so we embraced this as a brand name to create a clever link between the product and the audience/sector. A key element of the brand strategy was to create a compelling strapline. Through discovery, it was clear that well prepared lawyers, with facts at their fingertips, are more successful in court. In short – facts win cases. We backed this emotive strapline with a series of key messages and supporting visual identity.

The direct link to court trials is furthered in the creation of the brand marque. We took pieces of pink ribbon that had previously been used in a real case, and began a process of crafting different shapes and letterforms.

We created B after B, photographing each one for reference, review and further development until we reached an optimum shape – easily recognisable, angular and professional but still approachable, distinctive and elegant enough to appeal to the audience. The final marque sits beside considered typography – each element complementing but not overshadowing the other. We also used a length of ribbon to create a graphical asset of the strapline.

The colour palette creates richness and depth, with pink providing a bright, eye-catching injection of colour which references the backsheet ribbon itself, giving meaning and purpose to the visual identity. The simple use of these two core colours ensures that the brand takes on a classic, distinct and memorable appearance.

The typography balances classical forms with contemporary serifs and features, to convey a sense of heritage and prestige with modern design, and is perfectly suited for an innovative product within a traditional, well established sector such as the law.

A icon suite, with accompanying small scale versions for UI, supports the visual identity and has been designed to complement the brand marque and extend the ribbon concept.