We would like to create a coordinated firm image, starting with our (first) new logo.

We would also like to receive examples of how this logo would appear on our communications material (see step 7).

Please note that we would prefer our current name to remain unvaried in the new brand, as we have been identified by this name for more than a decade (if there are any other proposals, the brand should at least contain the name Lipani together with the reference to our "associates"): Lipani & Partners – Law Firm.

We do not believe that weighing scales or other objects/figures usually associated with the law and/or justice would be suitable to express our image: we prefer more abstract or at least more widely evocative designs.

The aim of our relations is to communicate the image of a boutique law firm that is: (i) highly competent, (ii)elite and modern, (iii) capable of managing complex situations/projects, (iv) structured, but at the same time placing importance on the direct, transparent, trustworthy and human aspect of relations, (v) goal orientated and strongly identified with the Client, (vi) capable of representing the authoritativeness which the State must show and the respect which is due towards the State.

Please remember, in any case, that relations with legal structures (Courts and Tribunals) make it important to respect strict standards of sobriety and formal elegance.

Our target audience is indicated below, in order of importance.

1.1 Large Clients, Public Authorities and Public Companies as well as private companies, often multinationals looking for solutions for complex issues regarding administrative law, employment law, civil law, commercial law, information technology law, telecommunications and new technology law and industrial law.

Our clients (acquired and potential) are represented by Ministers, Under-Secretaries, Heads of Department, General Managers of public authorities as well as Presidents, CEOs, MDs or Heads of Legal, Administration and Finance Departments or the Heads of organisation and personnel departments of public and private (often multinational) companies.

1.2 Judges from the civil courts (Tribunals, Appeals Courts and Supreme Court) and administrative courts (Regional Administrative Courts, Council of State and Court of Auditors).

In this case, we need to transmit an image of seriousness, solidity, authoritativeness and a solid grounding in our specific area of practice.

2. The media operating in the reference market.

In this case, we need to transmit an image that summarises everything we have set out in this document (in particular steps 2, this paragraph, 3 and 6).

3. Multi-service legal firms, and in particular international firms which often do not have a sufficiently developed internal administrative law practice (considered as a niche subject and, in any case, local) and therefore turn to our firm when they receive commissions within the subject when they require professional figures in our skill area.

In this case, we initially relate to our partners in the commissioning law firm, and subsequently with associates, to whom we need to transmit an image of competence, reliability, solidity and a thorough grounding in our reference sector.

4. Lawyers who we need or choose to recruit to our firm.

In this case we are dealing with lawyers in other firms, to whom we need to transmit an image that attracts top level, highly motivated and dedicated professionals.

5. Lawyers (colleagues) operating in our sector of law or associated sectors.

In this case we are dealing with lawyers in other firms who, during negotiations such as litigation, act as our "adversaries" and to whom we need to transmit an image of strength, solidity, competence and absolute assurance in our reference sector.

Lipani & Partners represents the best specialised choice in legal consultancy and litigation for any organisation, thanks to the way we integrate our Professionals with Client structures with the maximum efficiency, competence and strong orientation towards goals.

The perception of the firm by the various targets set out above is substantially the same, and is in any case clearly set out in step 3.

We are recognised for our competence, our specialisation, our vision of the whole project and range of activities which we perform and, above all, our capacity to identify ourselves with the Client's own vision and aims, our integration even in multidisciplinary workgroups with whom we set up a strong synergy on goals, as well as the sharing of activities, decisions and results.

• Reliability and efficiency
• Professionalism (quality) and seriousness
• Authoritativeness, grounding in our reference sector
• Client Selection
• Targeted, dynamic and multi-disciplinary approach
• Synergy with Clients
• Goal orientated

Obligatory:

• Headed paper
• A4 pads
• Business cards
• A4 folders
• Application on website Homepage
• Letter envelopes
• Presentations

Optional extras:

• Pens
• USB sticks
• Extra business gadgets