About the name
• Guardian, by definition, is a person who guards, protects, or preserves. In terms of the law, it is a person/organisation who is entrusted by law with the care of someone/something. The word "trust"/"entrusted" is central to the tenor of the rationale for choosing the name Guardian.
• Guardian is also a legal term used in connection with animal law, and other areas of law e.g. childcare
• The Z on the end of the name Guardianz is to provide a measure of distinction (i.e. from other businesses utilising the word “guardians”) and recognition of the involvement of the business in New Zealand
• The ANZ on the end of the named guardianz is recognition/inference that the activities of the business, while being global, also have a focus on Australia and New Zealand
• Just for interests sake, the IAN content in the word guardians, provides a subtle reference to the founder of the business (Ian Robertson) and was considered preferable to archaic naming traditions which would likely have had the business called "Robertson Law".
• It is noted that there are other businesses in law, insurance, and animal related professional services, that also named themselves guardians. The Z on the end of the name Guardian's provides distinction but also raises potentially problematic challenges in that prospective clients are likely to go looking for "guardians" rather than "guardianz" in the first instance. Consequently, something in the logo that might address this challenge would be preferable.
Logo must haves
• representative of the specialties i.e. the diversity and interaction of animal law, biosecurity, food safety, fisheries
• clear demonstration that the business is a legal firm – and a consultancy
• global as well as national activity
• corporate image: a corporate feel that demonstrates individual/local/national/international activities
• yet the logo must still convey a personable/approachable law firm/consultancy
• prefer to have the website name as part of the logo i.e. guardians.co.nz See the current splash page for reference
• blue is a recognised trustworthy colour which should be included. Again, see the current splash page for reference
Logo must not
• be overly focused on the animal content or the "warm fuzzy" aspects of animal law, thereby detracting from the other specialties of the business, or conveying an incorrect message e.g. failure to convey corporate involvement
• be overly abstract: in addition to conveying a corporate image, the logo will ideally convey a singular message
• The logo should be in a vector format. (.ai, .pdf or .eps)
• The logo should be adaptable into a button version for map and browser url icons.
• Please name the font you use in your artwork.
• If working with Pantone spots, please name these in your artwork.
• The font should be easily adapted for web use.
• The font used should have several versions (normal, bold, italic) and presented in a way that it can be used to create a fuller brand identity. i.e Headings and important sections of type.
In the event that there is further technical information that you may require/prefer in order to submit a logo for consideration, please forward your enquiries by email to IanRobertson@xtra.co.nz or