Following the merger of two prominent Southeast Michigan-based legal practices, the newly formed KHVPF required a brand identity that honored the legacy of its five partners. We developed a visual brand system and digital presence that accurately reflected its new scale and position as a leader in commercial litigation.

For the logo, we chose to design a mark that represented strength, protection, and sophistication. A central inspiration for the mark was the partners' shared connection to botany in both their names and family legacies within Southeast Michigan. To honor this heritage, the design incorporates a subtle nod to the Germanic translation of Kienbaum—pine tree—with the use of the woven-like pattern created by a pine cone.

To reflect the traditional nature of the firm as well as the inspiration of the new mark, we selected a primary palette of blue and gold with a few soft natural tones for the secondary colors. These provide a sense of calming authority, professional confidence and timeless prestige. The result is a brand that feels both established and revitalized and reflects a company that remains traditional in its core values, yet modern in its execution.