60 layers of serious clout: Herold Gie re-launch underpinned by a wealth of knowledge

The esteemed legal firm, founded in the late 1800s, partnered with Collaborative Communication Agency 60 layers of cake to modernise the company's identity and marketing - and bring their new vision to life through all aspects of communication.

Herold Gie was founded in the Cape Town City Bowl back in 1894. 118 years later, with a wealth of knowledge and an extensive, impressive client base on board, the firm has embraced a new consumer-centric vision - and has relocated to an exciting 'lifestyle' location that offers easy access, the use of gym facilities, shops and more. Whilst some of these changes are intended to embrace the needs of the firm's growing client base, the communication needed to reflect a company that has undisputed authority in the legal field.

Stefan le Roux, Director at Herold Gie, comments: "The challenge to 60 layers of cake was to modernise the company's identity and marketing, without detracting from our heritage of close on 120 years." ECD and Creative Partner at 60 layers of cake, Liezl-Mari van Rensburg, adds: "We needed to reflect the shift and consumer-centric vision, and re-establish Herold Gie as the benchmark - whilst staying true to who they are, and building ongoing trust."

The new logo, a beacon that spells HG in yellow gold offset with navy blue, which can be seen lighting up the Cape Cityscape at night, is described by Stefan as a inspiring evolution of the original: "The letter-type is modern, but still has the gravitas required for a law firm. Interestingly, the redevelopment of the CI was almost identical to our 1906 letterhead. The new French Navy looks good and inspires confidence - it's fresh, modern but still has that old world charm." Asked about finding the core message or golden thread, Liezl-Mari van Rensburg comments: "We pinned the Herold Gie brand essence down to a "wealth of knowledge - accumulated over time" and found ways to visually, and therefore instantaneously, bring this thinking to life in printed as well as digital communication."

Visual Artist for 60 layers of cake, Michael van der Meer embroiders: "We needed to deliver a new CI that would speak of more than a century of experience in a fresh, user-friendly format. The key was to retain elements of the old, in order to create a slick and unique, new look that would also be highly functional, allowing Herold Gie's client base easier access to information." Chatting about the roll-out into Herold Gie's sophisticated yet simplistic new website, www.heroldgie.co.za, van der Meer adds: "We worked hard and smart to create a consistent look and feel for the brand - designing a simplistic, clean-cut template which was then complemented by the use of original brand photography, managed in a hands-on, cost-effective manner. This approach allowed us to celebrate the new logo, as well as many of the other brand assets - and to accentuate the 'wealth of knowledge' message and bring warmth and authenticity to the brand," he concludes.