Setting the standard in legal contract intelligence

Summize makes contract intelligence software for legal teams. In simple terms, it helps lawyers spend less time buried in contracts and puts useful legal knowledge into the tools everyone else in the business is already using.

The brand, however, was still wearing clothes from a few growth spurts ago. They needed a sophisticated identity to reflect their strong growth and global presence.

So we got stuck in. We spoke to people across the business, pulled apart the competition and spent a long time in the legal-tech world (where we didn’t expect to see Jude Law, but here we are…). Every competitor has AI. Everyone was end-to-end. Everyone was integrated. Everyone was making things faster. Importantly, everyone looked the same - flashing nodes to communicate technology were abundant.

Summize wanted to stand out. Perfect for us!

Summize was doing something genuinely useful, but it was getting harder to see that in a category full of the same promises and the same visual cues. We needed to find something that competitors couldn't promise.

The answer was already inside the business.

Again and again, we heard that Summize makes lawyers' lives easier. It gives them more control, takes some of the process off their plate and frees them up to do the bit they're actually there for: think. Especially given their strong RTBs around exceptional customer service, and genuinely fully integrated tech (not yet another tool for teams to learn).

This was our north star.

There's a slight absurdity at the heart of modern Legal. Businesses hire very clever people for their judgement, experience and ability to solve difficult problems, then give them an inbox full of "Can you just check this contract?" messages.

Summize helps with that.

It makes legal knowledge easier to find, contracts easier to manage and works inside tools people already use. So Legal can spend less time being the human version of Ctrl+F and more time being Legal.

This gave us the purpose behind the brand: to empower Legal, and the proposition that would bring it to life:

The power behind every great legal team.

Summize works across three connected layers: Knowledge, Contract Operations and Agentic AI. We made the existing Summize S form these three sections. The Summize S was already in three parts - so this was a beautiful fit.

Thank you, S.

We turned those sections into the basis of the visual system, with each part representing a layer of the product. Together, they gave us a simple way to explain a fairly sophisticated system.

Then we made it out of glass.

One of the things we liked most about Summize was how little disruption it asks of people. It is essentially invisible. Our creative team looked at our strategist in horror “so, yeah, it’s invisible - we need to make the invisible VISIBLE”, but they did it.

The transparent S brought that idea into the identity.

The S can wrap around people, imagery and information without getting in their way, giving Summize a presence without being obviously present. It’s in the background, not the foreground. It also meant we could show something futuristic without falling into tropes like a glowing AI brain.

We developed the S into a wider pattern too. Its interlocking forms gave us something structured and precise, with a bit more weight than the usual tech graphics.

Colour followed the same logic. We stepped away from electric tech blues and purples and moved into ink, chocolate and cream, which felt academic and adult vs. dystopian and Terminator, with brighter secondary colours appearing in smaller doses.

The new brand gives Summize a clearer way to explain what it does and, more importantly, why anyone should care.

The product architecture sits as genuine IP, unique to Summize harnessing the S for the overall framework. It then becomes a motif, wrapping around lawyers to lift them up. A powerful system lifting up legal.

The defined proposition now gives the whole business one idea to rally around - something purposeful, that everyone believes in.