Three luminaries of employment law came together to create a consulting firm that offered sense-making clarity and perspective in the complex terrain of business ethics and corporate legal compliance. They aimed to reverse the reactionary, by-the-book approach taken by many large corporations and instead bring about a new standard — a proactive approach to creating a safe, ethical (and, thus, low-risk) workplace.

The group needed a name and a brand that reflected their sophistication and expertise while still feeling warm, inviting, and human. We wanted to avoid all the usual clichés of legal branding. No suits standing on the courthouse steps or a firm moniker made up of lists of partner names.

Instead, we found inspiration in the philosophical concept of Noesis, a Greek term referring to knowledge in its highest form and the perception eternal truths and ideas. Whereas more rote forms of knowledge lead to mechanical rule-following, this concept points to the thoughtful approach this firm takes to considering the larger goals and values of their clients and a holistic, human view of legal compliance and business ethics in the workplace.

The Noesis nameplate uses an elegant serif with a pin-point extending from the crossbar of the “E” — graceful but exacting. We paired it with a simple, clear sans serif that's generous, open, and sophisticated. The distinctive brand mark of three interlocking sets of geometric forms represents the firm’s three partners and the balanced interplay of ideas and expertise they bring to their clients.

Instead of the typical symbols of the legal industry, we chose a photo palette that features the cityscapes and architectural forms of Noesis office locations or event destinations but always from a fresh perspective or unexpected angle.