Schwartzapfel Holbrook is a New York-based personal injury law firm. Since their founding in 1981, they have secured some of the state’s most notable settlements. Design studio Order developed an identity system that reflects the firm’s expertise, longevity, and tenacity by leveraging the visual vernacular of Pro-Union ephemera across the decades. Part of this included the design of a new logo. This combines the ‘S’ of founding partner Schwartzapfel’s name with an ‘§’, a section symbol or silcrow used in legal, academic and professional documents to cite or reference numbered sections of codes, statutes, or texts. Industry specificity, history (previous company crests suggested circularity, centrality and unity) and functionality coalesce to establish a distinctive new form for the firm.