We take the same pride in our appearance as we do in our work. When we set out to create the first truly pan-Central American law firm, we realized that we would need to both act and look the part. We commissioned the British brand experience consultancy Nucleus, Ltd. to work with us to create our new brand identity.
We set out from the beginning to define an Aguilar Castillo Love way of doing things that is reflected in the way we present ourselves to clients, both actual and potential, to the world at large – and even to each other. These are the brand values we seek to convey:
While we are particularly keen to be seen as a modern, progressive company, ready and able to carry out business in today’s – and tomorrow’s – world, we still want to be firmly associated with our geographical region.
Our brief for the designers was to create a look and feel that would be distinctive, simple but sophisticated, contemporary, and of high quality – a look that would stand comparison with any leading global law firm.
These key requirements have now been encapsulated into our visual brand identity. The feeling of modernity is conveyed by the striking modern typeface of our logotype. Our colors are full of meaning too – the grey stands for our professionalism, neutrality and more than 90 years of combined experience in the practice of law; the crimson color has echoes of Harvard Law School, our regional project founding partners’ alma mater; and the warm orange gives a local traditional imagery. In this way, our dual modern-yet-traditional appearance reflects both our international and local spheres of business operation.
