LOTIPA reject legal clichés in their identity for Mamedes & Gasch

Legal branding tends to fall into predictable patterns. Blue dominates. Columns suggest gravitas. Scales promise balance. For Mamedes & Gasch, a law firm specialising in litigation and legal consulting across health, business, administrative, civil and consumer law, this visual shorthand didn’t align with their practice. They focus on procedural efficiency and clear guidance, ensuring clients understand timelines, documentation and next steps at every stage. Their communication is objective and accessible. The identity needed to match. LOTIPA, the Brazil and Portugal-based studio led by Founder & Creative Director Antoniel Felainne, developed an identity that balances institutional weight with contemporary precision. At its centre sits a griffin, a creature that fuses eagle and lion – vision and vigilance with courage and leadership – illustrated by Lucas Oliveira of Estúdio Trauma. The mark is constructed from solid masses and sharp cuts, designed for consistent reproduction across stamps, monograms and favicons. “It is drawn in contained readiness – a guardian that observes, calculates and acts with precision – mirroring the team’s technical and strategic posture,” Felainne explains. The griffin carries a subtle detail engineered into its construction. Between the legs, negative space reveals two profiles – a lion’s head and an eagle’s head. This dual reading quietly reinforces the aforementioned brand promise: leadership with vision, courage with vigilance. The mark’s development followed a methodical path. Anatomical complexity was reduced to essential volumes – mane, back, legs, tail – for strong recall. A modular grid aligned with the typographic system governed construction, with counterforms and spacing fine-tuned for legibility from seven to eight millimetres. Controlled chamfers set directionality and heighten edge contrast, giving the mark its contemporary signature. Production proofs validated performance in solid black, blind deboss, bronze foil, spot varnish and laser engraving, refining minimum thickness and tolerances throughout.