Typography

Seed IP uses Muli as a single font for both web and print.

The font hierarchy should be followed as pictured below.

Icons

Seed IP uses line icons.

Icons should be using the brand colors. A full set of icons can be found in our brand asset folder.

Graphic Elements

Use the following elements and effects to create compositions for Seed IP

Examples of application

Stock Photography

Seed IP uses stock photography that follows a few guidelines.

Imagery should always present Seed IP as being forward-thinking, modern, professional, reputable, trustworthy, and global. A focus on imagery that highlights Seed IP’s specialities and industries, such as life sciences, software, engineering and more, is encouraged. Culture and diversity should also be reflected in Seed IP’s imagery.

Avoid using images that appear overly posed, cliché, cheesy, and inauthentic. Negative and controversial imagery should also be avoided. Avoid using images that are pixelated, low resolution and low quality.

Examples of lifesciences imagery

Lifesciences is represented by sprouts on a white background. Below are good examples of stock photography.

Examples of industry imagery

Industry imagery should represent innovative and inspirational fields such as clean energy, new technologies, medical, or aerospace. Stock photography should not be busy or too contrasted/saturated.

Examples of lifestyle imagery

Lifestyle imagery should look authentic, candid and focused on people. Blurred backgrounds or foregrounds are prefered when possible.

Examples of imagery to avoid

Colors

The SeedIP color palette features a flexible range of colors, anchored by our primary monarch orange.

Brand Assets

The brand assets, including logo, fonts, patterns, and icons, are available for download below.

Verbal Brand Platform

Purpose

• Update Seed IP’s brand identity to become better positioned in the market, with a greater focus on trademark services and internet policy in life sciences and technology. 
• Position the firm as a global IP law powerhouse to increase high quality business development and attorney recruitment. 
• Showcase the brand as altruistic, mission-driven, and committed to diversity and inclusion, in order to better appeal to clients and attorney talent. 
• Ensure brand consistency across all marketing materials including the new website, content strategy, and social media.

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Origin story

How did we begin and reach where we are today?

When we opened our doors in 1962, many of the technologies we focus on today didn’t exist. Times have changed but one thing has stayed the same: our commitment to protecting the organizations that make the world a healthier, more advanced place. Throughout nearly six decades of fulfilling this mission, we have grown from a small boutique firm in Seattle to a global, diverse force for intellectual property law. At Seed IP, we appreciate where we’ve come while always pushing to broaden our horizons, so we can continue to help organizations anticipate and address tomorrow’s challenges.

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Mission 

Where are we going and why?

Build a mission-driven cohort of diverse experts in intellectual property law, protect the world’s most innovative companies, and create healthier, more advanced communities.

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Core Values

Foresight

To predict industry change and anticipate client needs  

Intellectual Curiosity 

To reach new horizons 

Integrity

To guide our actions 

Unity 

To act as one firm  

Diversity 

To appreciate various viewpoints and promote innovation  

Inclusion 

To ensure positive collaboration 

Generosity

To help our communities

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Goals

All of our communications should aim to…

• Leave the reader better than we found them

  • We want to deliver value by providing strategic insights to current and potential clients as well as opportunities for personal and professional growth to current and potential team members.
    

• Demonstrate expertise

  • We want to illustrate why we are global thought leaders in the IP space and showcase how our decades of experience and world-class elite team members enable us to offer unparalleled insights.

• Build trust

  • We want to show we are not a soulless BigLaw firm, we are real people who care about doing the right thing for clients and team members.
    

• Represent our mission
  

  • We want to demonstrate our mission statement is not just empty words, it guides us every day toward creating a better world.

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Principles

How will we accomplish these goals?

• Speak to an audience of one

  • Understand our various audience segments and their motivations. Listen to uncover their pain points or questions. (Personas can be very helpful here.)
  • Write as if speaking to one person within that audience to make communication more personalized and relevant. 
  • Clarify the value of each piece of content at the start to draw the reader in.

• Write with authority

  • Leverage individual experience and team members’ specialized knowledge to present well-developed guidance from a united, “whole firm” front.
  • Be concise.
  • Include supporting data and specific examples whenever possible.
  • Mention assumptions or limitations on analysis when appropriate.
  • Maintain a professional, knowledgeable tone without speaking down to the audience.

• Be human

  • Be friendly, caring, and respectful without sliding into but not over-friendly or casual. Speak like an experienced doctor at his patient’s bedside.
  • Adjust vocabulary to the audience’s abilities and knowledge, using easy-to-understand language (rather thannot jargon or legalese) whenever possible.
  • Use verbiage that connects emotionally and presents a relatable, team approach to problem-solving, such as “We understand your concerns” rather than “Our firm knows.”

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Voice 

If Seed IP were a person, what would we sound like?

• Intelligent

  • Demonstrating our deep knowledge in IP law and advanced degrees in various technologies and sciences.

• Experienced but curious 

  • Confident and capable, thanks to decades of experience.
  • Walking a fine line between ‘seen it all’ and discovering new, interesting matters every day, since we work with cutting-edge clients.

• Trustworthy

  • Able to handle the most sensitive, complex matters diligently and confidentially. 

•  Inclusive

  • Understanding that we’re better together, leveraging our collective insights for solutions that serve everyone.

• Altruistic

  • Driven by a larger purpose: serving our diverse communities and enabling innovations that make the world healthier and more advanced.

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Tone 

How will we nuance our conversations by audience?

Persona: Corporate Carl

• Confident, empathetic, trustworthy. Corporate Carl is looking for deep industry expertise, so be confident.  
• Talk to Carl like a colleague. Be friendly. Feel free to use legal verbiage, empathize with his responsibilities and employer’s expectations. Build trust by relating to his concerns over leaked information.

 Persona: VC Victor

• Efficient, sophisticated, and trustworthy. VC Victor is looking for agility and deep expertise in a firm, so take a more authoritative tone that assuages any concerns over ability.
• Rather than diving into technical jargon that VC Victor won’t necessarily be familiar with, emphasize the team mentality toward achieving the collective goal: we’re one firm and we’re on your team to help you avoid sinking money into unprofitable investments.

Persona: Graduate Gabrielle

• Energetic and inclusive. Emphasize the opportunity to join a team dynamic that is diverse and supportive. Appeal emotionally: we can provide the mentorship she’s looking for early in her career while helping her to make a difference in the world.