Branding · Logo · Print · Web
Ratio & Oratio, an identity that commands authority.
A new identity and website refresh for a Brussels law firm — the elegance of the classical, the feel of the contemporary, without losing a single line of search ranking.
The project
The context,
and what we did.
The starting point
Ratio & Oratio is a Brussels law firm specialising in administrative law and employment law — urban planning, environment, public procurement, dismissal, discrimination. A sharp firm, but an image that no longer carried its seriousness. The firm came to us to refresh its visual identity and website, without starting over from scratch.
Our response
We built an identity that exudes quiet authority. The logo rests on a serif typeface with accentuated curves, elegant and harmonious; a Greek column evokes antiquity and justice, while a plant slipped into the R adds flow and continuity. It all comes together in a minimalist monogram, at the crossroads of classic and modern. For the colours, gold for elegance and blue for trust and professionalism.
For the website, we chose continuity. The old one ran on WordPress.com, rich in articles and well ranked — there was no question of breaking it. So we evolved it toward a markedly more modern design, keeping all the content and the SEO positioning intact. Alongside it, we rolled out a complete brand identity and distinctive visuals to hold the brand together from the monogram down to the smallest material.
The outcome
Ratio & Oratio now has a consistent, confident identity, from the logo to the website, that finally reflects the firm’s expertise. The site gained a modern edge without losing any of its ranking or content — a deep refresh, with no disruption. Enough to cement its reputation as a firm of reference.