Law and branding, statutes and typography, legal codes and logos, law firm and agency: Headquartered in Stuttgart, Thümmel Schütze is a major corporate law firm operating at multiple locations worldwide for businesses. Their global and complex field of economic law required a clear, structured corporate design that captures the firm as a brand—functioning internationally and appealing for recruitment. Enter the design lawyers from Hochburg. What’s there, what is built upon, what is newly created, and what comes into focus? The semantics.
The colon was distilled as a key design element and proved to be the most important asset in conjunction with the new logo (deliberate lowercase for approachability and personality), color palette, typography (serif fonts, both classic and modern), imagery, and communication tools. The colon symbolizes communication and partnership—it opens dialogue, connects, and builds trust—all essential qualities a law firm should embody. In other words: Thümmel Schütze: better advised.
This colon mechanic can be applied on countless levels, both digital and print, ranging from subtle to bold. The dots can be intelligently positioned, integrated, and continually reimagined—for example, symbolically die-cut to reveal the Thümmel Schütze imagery beneath. Or even tactilely realized as seating arrangements in the firm’s foyer. The new corporate design definitely opens up a wide array of possibilities.
The website in the Hochburg layout—the first and biggest step of the brand relaunch—is live, and the business stationery is now in daily use between the law firm and its clients. Tough lawyers vs. smart agency cookies—they reached an "out-of-court" agreement and now jointly tackle the next steps in the corporate design journey.
Thümmel Schütze — 2023
Cookies & Lawyers
