audalis

Rebranding for an established law firm network that is adapting its brand presence to reflect its interdisciplinary nature

(Overview)

Tradition Reimagined

When a company grows faster than its brand, a gap emerges between its aspirations and reality. This was precisely the challenge audalis faced: founded in 1927 as a small business consulting firm, it is now a strong network with five locations and over 200 employees.

As the company grew, its approach to work also changed: The fields of business, tax, and law are now closely intertwined, and consulting is no longer conducted from a single perspective—an interdisciplinary quality that was not evident in audalis’s previous brand identity.

Our task was to reposition the company both strategically and visually. From the logo to the color scheme to the website design, the new brand identity embodies what has long been embedded in the company’s Latin name: the combination of “listening” (audire) and “companion” (sodalis).

This result positions audalis as an approachable, modern partner with an enormous breadth of expertise. In this way, the company clearly sets itself apart from the competition and showcases its expertise without losing sight of its nearly 100-year history.
(Company)
audalis
(industry)
Consulting
(year)
2025
(services)

(brand strategy)

Navigating Complexity
: The Brand on Equal Footing

Through this rebranding, we transformed the law firm’s established brand identity into a modern visual language. To bring its interdisciplinary expertise and role as a trusted advisor to life, we established a clear vision as our strategic foundation: a modern advisor on equal footing who stands for clarity, competence, and partnership.

The international tagline “navigating complexity” succinctly captures this promise, conveys a sense of competence, and defines the navigational design. For German-speaking regions, it is supplemented by the variant “Clarity. Trust. Success.”, whose logical three-part structure conveys audalis’s core promise. Both claims serve as flexible guidelines to guide clients safely through complex situations.

(brand design)

Bringing a Fresh Perspective to Expertise

The old audalis logo had reached its visual limits: The rigid square, with its hard-to-interpret negative space, lacked a distinct identity, while the serif font of the wordmark appeared outdated and old-fashioned. With the new visual focal point, we have not only given the logo a timeless look but have also deliberately broken with the detached aesthetic of law firm brands. At the heart of the newly designed word-and-design mark is now a small, less formal “a.” It conveys openness, a focus on the client, and a spirit of partnership.

What begins as a logo evolves into a visual language: Abstracted from an open book, the “a” stands for knowledge, expertise, and sound advice. At the same time, the logo icon functions as a flexible layout system: when applied, it becomes a recurring pattern that serves as a visual structure connecting the entire corporate brand across all touchpoints.

(brand design)

The New Visual Identity

The color palette has been further developed to be accessible and flexible. The distinctive audalis red remains the recognizable centerpiece and, flanked by the new audalis blue, defines the law firm network’s fresh color scheme. Six subtly graded, bluish shades of gray replace the old gray tones. They lend visual depth and seamlessly integrate backgrounds and text structures with the core colors.

Audalis Lilac and Audalis Yellow are used strategically as new accent colors to break up the design scheme. They are used sparingly to create visual highlights and set moods without dominating the corporate design. In this way, they always direct attention to where it is needed—to important details or calls to action.

(brand experience)

Brands in Space and Everyday Life

A brand is only strong if it is consistently brought to life. That’s why precise design guidelines ensure a consistent brand presence across all touchpoints—from printed business materials to digital social media templates. The new identity is particularly evident in the physical space: building signage, visual language, and lighting design all follow the same principles, allowing employees and clients to experience the brand physically as well.

(brand experience)

Platform for Identity
and Growth

As a central hub and interface between employees, clients, and new talent, we reimagined, restructured, and scaled the audalis website. Building on the new corporate design and refined brand values, we made the audalis identity tangible and experiential in the digital space as well. Another special highlight and strategic milestone is the seamless integration of the HR system directly into the new careers page.

(Employee voice)

“We have consistently translated the new audalis brand design into a digital format—a website that builds trust and conveys the firm’s values.”

Nina Bergemann
UX/UI Designer

(Customer testimonial)

“Schwarz+Matt® did an excellent job of giving our brand a fresh, modern look. We always felt very welcome.”

Christian Brütting
Certified Public Accountant / Tax Advisor
audalis

(New business)

Contact person

André Schirmer
Founder & Managing Director
0231 177283-11
andre.schirmer@schwarz-matt.com andre.schirmer@schwarz-matt.com
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