Clarity law firm wordmark in black serif capitals on a white-to-lime gradient, naming and identity by SIGN

Clarity

Clarity

Client

Clarity

YEAR

2025

Project type

Naming a law firm around the thing its clients value most.

TEAM

Fulya Toper
Steffen Fredholm

Project overview

Four partners, one specialisation no other Belgian firm claims: employment and social law, argued by lawyers who do their own work rather than delegate it to juniors. We named them Clarity because that's the value they lead with, and built an identity, a tone of voice and a website that say exactly what they mean, without a trace of legalese.

The name itself came out of a naming Lab: pairing up the keywords from brand foundation workshops until one word kept surfacing as the truest description of how the firm actually works.

Four partners, one specialisation no other Belgian firm claims: employment and social law, argued by lawyers who do their own work rather than delegate it to juniors. We named them Clarity because that's the value they lead with, and built an identity, a tone of voice and a website that say exactly what they mean, without a trace of legalese.

The name itself came out of a naming Lab: pairing up the keywords from brand foundation workshops until one word kept surfacing as the truest description of how the firm actually works.

Clarity presentation slide introducing HR-law specialists, with a portrait of a partner
Clarity presentation slide introducing HR-law specialists, with a portrait of a partner
Animated Clarity layouts combining the wordmark, a pink grid and lime colour blocks
Two Clarity lawyers talking in a glass-walled office lobby, seen from above
Clarity letterhead and envelope on a desk in raking sunlight
Lime Clarity poster: the wordmark above the line Helping you navigate HR law, every step of the way
Clarity graphic system: thin crosshair lines on a soft white-to-lime gradient
Clarity website section Let's talk about your legal needs over a photo of stone columns
Hands holding a tablet showing the Clarity website with portraits of the partners
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Brussels

Interested in working with us?

SIGN is a Brussels-based branding studio based. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

Our office

SIGN is an independent branding studio based in Brussels, Belgium. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

© SIGN 2026
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Brussels

SIGN is an independent branding studio based in Brussels, Belgium. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

Interested in working with us?

SIGN is a Brussels-based branding studio based. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

© SIGN 2026
--:--
Brussels

Interested in working with us?

SIGN is a Brussels-based branding studio based. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

Our office

SIGN is an independent branding studio based in Brussels, Belgium. We specialise in brand strategy, brand positioning, visual identity, verbal identity, editorial design, digital identity, design systems and creative direction. We work with cultural institutions, hospitality brands, public organisations and businesses seeking distinctive, long-lasting identities.

© SIGN 2026