Portos

In 2023, it marked 30 years since the founding of the law firm Císař, Češka, Smutný – a milestone year in many respects. One of the key steps was the necessary change of identity, including the name of the firm itself. The new name, PORTOS, represents both their enduring values passed down through generations and their forward-looking, innovative direction. PORTOS reflects their ongoing commitment to being a safe harbor for their clients. It stands as a symbol of reliability and stability, good business and prosperity, freedom and openness, and a promise of new paths ahead. Over 31 years of existence, the firm has grown into one of the largest and most prominent law firms in the Czech Republic.

The visual identity was inspired by the symbol of the musketeers, which was also one of the reasons behind choosing the new name – PORTOS. Porthos, the strongest and most robust of the main characters, lent his character to the typographic concept of the logotype, which is composed entirely of uppercase letters. Within the visual style, the logotype is used generously – occupying a significant portion of space in relation to other elements across different materials – subtly suggesting the firm’s confidence and established position in the market. The finishing stroke of the letter “R” symbolizes a musketeer’s rapier, a motif that runs consistently throughout the visual identity. The detail of the rapier also subtly shapes the letter “S.”

Despite the strong visual elements, the system retains a clear structure and a stable composition for placing individual components. At the same time, it allows for spontaneous and playful use of certain strokes. A key part of the visual identity is the bordeaux color, which strongly identified the original firm Císař, Češka, Smutný within the legal field. It is now complemented by a contrasting flash red and a supporting shade of grey.

Initiator/Client:
Advokátní kancelář Císař, Češka, Smutný (before)
PORTOS, advokátní kancelář s.r.o. (now)

Year:
2024

Design:
Tomáš Brychta
Katarína Kyselicová

Print, production: 
Indigoprint
Reformát