The International Commercial Law Alliance is pleased to announce that the recent rebranding project spearheaded by Beach Weather Media on behalf of ICLA has been named a finalist in the brand design category for The Loeries Awards. This accomplishment places the ICLA brand transformation on par with internationally acclaimed creative feats and is a testament to our Alliance’s commitment to embodying excellence, evolution, and global resonance.
For those unfamiliar with The Loeries, it is a premier institution that recognises and honours groundbreaking brand communication in Africa and the Middle East. Drawing an analogy, The Loeries is to Africa and the Middle East region what the Cannes Lions is to France, the Clio Awards to the USA, and the D&AD Awards to the UK.
In a rapidly evolving legal landscape, the need for a brand to truly resonate with its ethos, values, and global footprint became imperative. ICLA, being a strategic alliance of leading law firms worldwide, required a brand identity that not only reflected its stature but also celebrated the diverse tapestry of its member firms.
Our mandate was clear:
- Craft a brand identity that epitomises ICLA’s global purview with elegance and distinction.
- Blend the foundational principles of commercial law – order, compliance, precision – with the vibrancy of creativity and innovation.
- Create a design adaptable to the cultural and national intricacies of each member, ensuring it tells a unified, yet diverse, story.
- Design an identity enduring in nature, easily adaptable, and reflective of the outstanding contributions of ICLA members.
Inspired by minimalistic design, we chose clean lines and functional aesthetics as our cornerstones. Squares and rectangles became instrumental, symbolising the steadfastness of commercial law and its creative, tailored solutions. Iconographic imagery added to these blocks provided the canvas to showcase the cultural richness of ICLA’s jurisdictions.
Respecting ICLA’s legacy, we integrated emblematic elements from the original identity—the globe highlighting our international essence, the pronounced “ICLA” header, and the signature ‘swish’ frame encircling the globe.
Key Features of the New Brand Identity:
- A modular design allowing versatile logo positioning, all the while maintaining an unmistakable identity.
- A muted, elegant colour palette capturing variety without compromising on design simplicity.
- Jurisdiction-specific adaptations of the ICLA logo, offering members a canvas to depict regional icons or landmarks – like South Africa’s iconic Springbok or Table Mountain.
- A tribute to the judiciary of each jurisdiction, with artists crafting logos featuring minimalist depictions of Supreme or Constitutional Courts.
This nomination by The Loeries Awards is not just a nod to a design transformation, but a celebration of ICLA’s continued commitment to excellence, collaboration, and global outreach. We believe this new brand identity is a true reflection of who we are—a global alliance of premier law firms that stand united in purpose yet diverse in representation.
We extend our gratitude to Beach Weather Media for their stellar work and to every ICLA member who has contributed to this journey. Let’s continue to uphold the spirit of ICLA, now encapsulated in a brand identity as dynamic and global as its members.
Douw Breed | President of the International Commercial Law Alliance (ICLA)
