Project: Morris Law
Client: Morris Law
Type: Visual identity
Year: 2025

Lundgren+Lindqvist has collaborated with Morris Law since the firm’s early days, when co-founder Racine Ashjari approached us to design their visual identity shortly after its inception in 2014. The launch of that first identity made a strong impact in the legal field, breaking with the conservative norms that had long defined the industry. Bold and progressive, it positioned Morris Law as the go-to partner for forward-thinking clients in business law.

A decade later, with nearly 100 employees across offices in Gothenburg, Stockholm, and Öckerö, the landscape had shifted. Competitors had begun to follow suit; some even pushing further than Morris Law once had. The time had come for an update. Where the original identity had stood out by embracing colour and a distinctly modern aesthetic, the new direction responds to an oversaturated world, where imagery and bright expressions are everywhere.

Morris Law’s personal approach—one of its defining qualities—was placed at the forefront through the introduction of a handwritten wordmark. In business law, after all, the signature carries particular weight. The colourful palette of the past gave way to a predominantly black-and-white expression, anchored by a serif typeface. Back to basics. A commitment was made to only use images when they genuinely add to the story. Messages are now delivered with a directness inspired by newspaper typography; unembellished, honest, and to the point.

The new identity was met with wide acclaim, both internally and externally. Shortly after its launch, branded items such as tote bags, socks, t-shirts, and caps—previously gathering dust in storage—had to be reordered before the summer holidays due to unexpected demand.

Morris Law has been awarded the prestigious title Law Firm of the Year for three consecutive years, reinforcing its reputation as one of Scandinavia’s leading law firms. We continue to work closely with the firm as they enter a new partnership, AGRD Partners, alongside Allié, Born, Next, Synch, and TM & Partners. While each firm retains full autonomy under its own brand, clients now benefit from access to a broader network of specialist expertise across international markets.