Leonardo Ugatti hit me up after a dear friend recommended me. He was very frustrated by a previous attemp at redesigning his firm’s logo.
– Hi Leonardo, how can I help you?
– Well, Ique, we’re turning 10 this year, simplifying our name from Azeredo Santos & Ugatti Peres to Azeredo & Ugatti. Most of our clients are from the financial market and startups, and the thing is, our identity has to be on par with these guys. We already have the reputation and experience but it looks like our suit is dirty and ragged when we walk in the room. And the last logos shown to us aren't what we expected.
– You texted the right guy.
I took a quick look at that last job and immediately could tell Leonardo and his partners Claudia and Bernardo have a sharp eye for design. They can tell apart what is good and what is professionally crafted, and that was a great start. Even better after the first meeting - sometimes the client / designer vibe just clicks, and that was the case. I was active listening and taking a ton of notes, since it was my first project in the law business. They told me a lot of interesting things, but what stood out is that they area boutique firm, known for solving complex matters with simple, yet out of the box, solutions.
They were a little anxious to have the new brand going, so I broke the process in more phases to have a wordmark going before the symbol was created and told them they’d have to make quick decisions, and we both delivered.
Wordmark and colors approved, the rest came relatively easy. We had some back and forth with the symbol, but when they saw the chosen one, they immediately said: That’s us! It's awesome, perfect. How do you do it? (Yeah, some ego massage is great too.)
– Hi Leonardo, how can I help you?
– Well, Ique, we’re turning 10 this year, simplifying our name from Azeredo Santos & Ugatti Peres to Azeredo & Ugatti. Most of our clients are from the financial market and startups, and the thing is, our identity has to be on par with these guys. We already have the reputation and experience but it looks like our suit is dirty and ragged when we walk in the room. And the last logos shown to us aren't what we expected.
– You texted the right guy.
I took a quick look at that last job and immediately could tell Leonardo and his partners Claudia and Bernardo have a sharp eye for design. They can tell apart what is good and what is professionally crafted, and that was a great start. Even better after the first meeting - sometimes the client / designer vibe just clicks, and that was the case. I was active listening and taking a ton of notes, since it was my first project in the law business. They told me a lot of interesting things, but what stood out is that they area boutique firm, known for solving complex matters with simple, yet out of the box, solutions.
They were a little anxious to have the new brand going, so I broke the process in more phases to have a wordmark going before the symbol was created and told them they’d have to make quick decisions, and we both delivered.
Wordmark and colors approved, the rest came relatively easy. We had some back and forth with the symbol, but when they saw the chosen one, they immediately said: That’s us! It's awesome, perfect. How do you do it? (Yeah, some ego massage is great too.)
To link the brand to the tech world, monochromatic 3D imagery was introduced, adding depth and dynamism to the design. This approach balances tradition and innovation, reinforcing Azeredo & Ugatti’s authority in the startup field while positioning it as a forward-thinking and modern brand.
