Disclosing a Discreet Leader

Lawyer Pasquale Chiomenti founded its law firm in 1948. Guided by his inspiration, Studio Chiomenti has fostered the development of major Italian businesses after Word War II and facilitated in recent times the growth of foreign investments to and from Italy.
The Firm today counts over 300 attorneys and tax advisers in Rome, Milan, London, Brussels, New York, Beijing, Shanghai and Hong Kong and is still recognized as the undisputed leader of its category and the most influential Italian law firm.
Chiomenti’s discretion and confidentiality have always been considered nothing less than legendary.
“We are cloaked with an elusive aura. This is why we can afford to express ourself without communicating”
Unfortunately the world has changed in the last decade. Chiomenti’s partners became aware of a growing need to clearly state to the world what is Chiomenti and what it stands for, before someone else does.
“The world has changed: we have to express externally our ability not only to be excellent, but superlative”
For this reason Landor has been asked to deliver a differentiating brand positioning built on Chiomenti’s unique and distinctive equity elements together with a visual identity able to immediately set the brand apart from the competitive scenario and transfer its values to whoever gets in touch with it.

To be able to make the brand Chiomenti stand out of the crowd, we started from a key insight obtained through a major assessment phase that included management self-analysis, competitive analysis and cross-category benchmarking. The reason why the law firm was perceived as outstanding was not related to the values themselves, but rather to the way they were expressed and embodied by the professionals in their daily activities: nothing less than excellence.
Based on this, we distilled an ownable and distinctive Brand Driver® Platform and Brand Manifesto.
Brand Driver® Platform
Brand idea: Unreachable.
Brand Purpose: Our clients’ interests in important matters come first, without compromises. So we have done successfully for generations and we are continuously evolving to keep doing it better still.
Brand Attributes: Bold - Winning - Unmistakable - Exclusive - Effective - Iconic - Eternal
Brand Values: Unwavering Integrity - Total Independence - Absolute Privacy - Maximum Competence - Complete Dedication
Everything has been designed to visually express the brand idea.
Brand Manifesto
There is always a key to achieve even the most unreachable ambitions.
The key to access relevant analysis and confidential insights
The key to wisely interpret laws, norms and precedents
The key brick that facilitates the closing of complex transactions
Key skills and relationships
The key is in your hands: open.
Building on the concept of “Unreachable” and the visual icon of the key, a new logotype has been designed and from there a bespoke typeface: a way to express excellence with an international outlook, in a discreet way.
Surrounding the new logo, a peculiar black&white minimalist look&feel has been developed. Strong contrasts, lights and shadows, immersive and impactful looks are the key features of a visual language that embodies all brand values.
An inedited Black and white photography inspired by master Mario Giacomelli and explorations of legal advice signs completes the brand identity assets.
Solid, evocative and symbolic stationery and applications that express Chiomenti’s elusive reliability create a complete brand world.
A dive into the unreachable world of Chiomenti!