Singapore law firm unveils logo: it's a mouse staring at a lion's balls
25 October 2012
Singapore headquartered firm Law Asia
has upped the stakes in bonkers branding by unveiling a logo which shows a lion with a mouse squeezed into its nether regions. And apparently this was quite deliberate.
Law Asia bills itself as a bespoke international law firm specialising in corporate, commercial and arbitration work, with "associated" offices all over the world. So when it needed a new logo it plumped, naturally enough, for a lion with a mouse between its legs.
It seems the lion represents Singapore (the "Lion City", of course) and the founding partner's Sri
Lankan heritage. It also symbolises "strength, courage, steadfastness and resilience
". Because it's a lion, yeah. But it goes deeper. The "subtle contour of the lion’s tail and the outline of its back leg
" form the letters PS, the founding partner's initials. Don't worry if that passed you by: "the subtlety is intentional as Law Asia is not meant to be about one person
But what of the mouse forced to spend eternity nestled in a lion's crotch? Well, the mouse is apparently "known for its diligence and ability to work through the night
", both attributes of Law Asia. And it's staring at the lion's balls because the two animals are looking in opposite directions to symbolise "varied perspectives and multiple opportunities".
Lovers of over-egged legal branding might want to check out Allens Linklaters' "creative solution" branding
, Eversheds' disturbing plastic men
and BPP's breaded cat