Conclusion
- Minimalist and boutique character across all touchpoints
- A clear and restrained core visual identity
- Flexibility in digital environments without losing consistency
- Brand defined by tone, structure, and overall perception rather than individual visual attributes
The light, predominantly white aesthetic works as a universal and reliable foundation — especially for print, where clarity and neutrality are essential. However, in a digital environment, the brand allows for more flexibility.
In addition to the primary light version, an alternative dark website concept was developed. While it visually differs from the core brand identity, it remains fully aligned with its principles.
At the same time, the core idea behind the symbol — the Sigma reference — felt conceptually strong.
The design prioritizes clarity and readability, allowing expertise and meaning to speak for themselves.
White space, typography, and structure become the primary tools, eliminating visual noise and unnecessary decoration.
Medici Expert
Symbol
The symbol is constructed from a reversed “M”, forming a sign associated with Σ (sigma) — a metaphor for sum, structure, and final outcome.
Site
The website follows the same principles as the brand identity. It is light, clean, and deliberately free from visual noise.
Branding Concept
The brand identity is deliberately minimal and restrained, built around the principles of clear branding and clear communication.
Result
The resulting mark is a completely new logo, built on the same conceptual idea but expressed in a more contemporary, precise, and relevant form.
Design Approach
While working on the logo, I noticed that the previous identity contained a strong conceptual idea.
The Goal
To build a strong foundation for a more professional and mature brand image.
The existing visual identity no longer reflected:
Initial Request
The client approached me with a request to create a new logo and site.
Medici Expert is a legal consulting company operating at the intersection of law, crypto, and fintech.
2024
id + graphic design
- The level of expertise of the company
- The seriousness and complexity of Legal & Crypto consulting
- The maturity of the brand
- Brand identity design
- Logo design
- Visual direction
- Website design & art direction
Old logo
Logo Typography
This contrast highlights the dual nature of the brand: law and technology.
