Han Kun Branding

Han Kun is a comprehensive law firm rooted in China, specialized in complex domestic and international business transactions and dispute resolutions.
Considering harmonizing of internationalized business, offbeat internet clients and the firm’s traditional spirit, the brand visual image step up to a new notch.
The use of sans-serif logotype is a representation of internationalization and simplification. It applies a graphic contrast between triangle and half circle arc into the font design. Stroke width, letter-spacing and character height build a stable and aesthetically pleasing structure. On the premise of ensuring recognition and memory, this embodies the brand spirit of pragmatic progress, efficient cooperation and passionate rationality.

汉坤是一家根植于中国的综合性律所，专注于国内、国际间复杂的商业交易和争议的解决。
品牌升级考虑了日渐国际化的业务、互联网企业客户视角下的标新立异，和传统律所本土精神之间的协调。从品牌根基出发，塑造全新的品牌视觉形象。
LOGO TYPE（字体标志）采用了无衬线体为基础，这是一个国际化、简洁化形象的开始。设计师将重点放在务实进取、高效合作、理性热情的矛盾和谐共生上，在字体设计中融入三角形与正圆半弧形的图形对比，笔画宽度、间距与字高之间形成稳定而舒适的关系，在保证识别和记忆的前提下体现品牌精神理念。