The firm once known as Osler, Hoskin & Harcourt LLP had evolved into one of Canada’s leading business law firms with multiple offices across Canada and in the United States. While the firm’s operations greatly expanded, its cumbersome 20-year-old identity, for which there were no formal standards, did not keep pace. It was also hampered by not being very legible on web sites. In 2005, the decision was made to remedy this. This case study describes the brand identity we created for Osler.

1. methodbranding.com
Osler
Blending gra vi tas a n d m oder n i ty
Capabilities applied
Brand audit
Brand architecture
Brand identity design
Brand implementation
Brand identity standards
Launch date
2005
Sector
Professional services
A project by
Method Branding/
q30 design inc.
Situation
The firm once known as Osler, Hoskin & Harcourt LLP had evolved
into one of Canada’s leading business law firms with multiple
offices across Canada and in the United States. While the firm’s
operations greatly expanded, its cumbersome 20-year-old
identity, for which there were no formal standards, did not keep
pace. It was also hampered by not being very legible on web sites.
In 2005, the decision was made to remedy this.
Actions
A recommendation to shorten the name to Osler, which was what
most clients were already calling the firm, was quickly accepted. A
new positioning statement was also developed to define the Osler
brand. Using some of the distinct characteristics of the previous
logo, a new wordmark was created, designed to work well in both
print and electronic media. Detailed application guidelines for
marketing materials, electronic communications, newsletters,
invitations and signage were then established, and key
implementers, internal and external, were trained in their use.

2. The firm’s advertising agency and web developer were also
provided with guidelines and ongoing guidance to ensure
consistent application of the new identity.
Results
A key aspect of this project was the need to support the marketing
activities and specialized needs of offices across North America,
as well as marketing staff in a central location. In addition to basic
identity guidelines, the comprehensive system includes rules for
the use of photography and illustrations, as well as content and
structure formats for electronic and print publication systems.
Easy-to-use templates for presentations, correspondence and
promotional materials provided all offices with the tools to create
materials that are on-brand. The program enabled Osler to build a
uniform identity throughout its North American network of offices.

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