The brief from my client at Spitalfields Projects LLP, an affiliate of law firm Allen & Overy, was to come up a brand for a new service called Rulefinder and develop a strong visual identity that illustrated the problem-solving nature of the service.

Rulefinder is an online legal risk management resource covering the rules relating to international shareholding disclosure. It’s a clever bit of kit that analyses and pinpoints disclosures across 70+ jurisdictions, something I imagine is complex and would take an age if attempted manually.

The blue ball confidentially guiding its way out of the complex labyrinth was the concept we used for this service to tell the story behind the powerful software.

I chose Gill Sans for the Rulefinder logotype. It was so good to work with that classic 20th century font again. It has a clarity and authority about it that was just right for Rulfinder. A subtle touch is the dot on the ‘i’, which is the blue ball from the maze imagery.

To support the launch of the Rulefinder, some materials were developed – a printed brochure, 2 large format exhibition banners, some web banners and a PowerPoint template.