In an industry where the common trend is to increase caseload and grow low-cost manpower, Jeter Melder takes the opposing approach by focusing on tailored, high-quality legal work. I was engaged by Jeter Melder to help position their firm and develop their visual identity. During the strategy phase of the project, we established that Jeter Melder is a highly specialized law firm – not in terms of service offering, but in terms of audience. Jeter Melder only serves clients who are growth-oriented, open-minded people that care deeply about their legal issues. This participatory process and hands-on approach is what makes Jeter Melder special.
We wanted the identity to feel refined and professional while evoking a well-made, human spirit. Our final design captured clean sophistication through a less-is-more approach. A simple logotype along with a carefully crafted monogram formed the basis of Jeter Melder’s brand identity system.
We created ownability by selecting a distinct font and then further customizing the letterforms. A positive attitude is conveyed by the ascending M. Stability is increased by reworking the stems of the Ts and Ls to firmly stand on the baseline. For the monogram, combining the ampersand with the M was an effective way to reference Jeter Melder’s teamwork mentality. The mongram's circular container creates a protective buffer – adding strength and authority to the mark.
Michael Melder, Partner