The Samuels Firm is a full service government boutique firm providing its clients with in-depth legal analysis and specialized understanding that can only be obtained from years of experience. A key part of the identity, the horizontal bar of the letter ‘L’ in ‘Samuels’ extends to emphasize the idea of reaching out, symbolizing something which is always on the move. This is a flexible and dynamic visual system which can work across many different formats and create unexpected connections between disciplines. "Samuels" can stretched according to how it is applied; as a placeholder for signatures if used in a business card, with the intention to create a customized distinctive experience when the Samuels, father and son who started the Samuels Law Firm, hand out their business cards to clients or sign on any documents.