Web Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Web Designer, London.

All About Balance - Defining the TOLES Brand

The TOLES (Test of Legal English Skills) exam tests the specific English that lawyers who do not have English as a first language need to work successfully in international commercial law. Its creator (Cambridge Law Studio) recognised that the previous TOLES brand identity was struggling to forge a meaningful connection with its diverse audience. I helped them to reinvigorate the brand and ensure it maintained its long-standing reputation for excellence as the leading test of legal English, while also establishing an authentic and resonant connection with its users. The brand strategy focused on embodying expertise, credibility, and accessibility.

Image of a library law section at Cambridge University.
Image of an international law student taking a written exam.
Stationery Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.
Book Designs for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.
Image of an accomplished solicitor, outside of a court room.

Doing it Justice - Identity and Logo Design

The creative concept for the logo design centred on seamlessly incorporating the universally recognised Scales of Justice into the TOLES initial ‘T’. This concept not only retained the essence of legal tradition but also strategically played on the familiarity of this iconic symbol, transforming it into a unique and own-able and iconic logo mark that resonates with a diverse audience. A timeless symbol that transcends trends and evolves with the legacy of the institution.

Logo Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.
Logo Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.
Stationery Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.

Throw the Book at Them - Study Books Design

The study materials feature a sophisticated design that honours the new TOLES brand identity. With a harmonious blend of typography, relatable imagery, and an accessible colour-coding system, the printed books not only serve as educational resources but also reinforce the brand’s visual presence.

Book Designs for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Graphic Designer, London.

Website

Toles Legal’s website blends functionality and aesthetics. An intuitive online shop section offers a seamless experience for purchasing study books and guides. The design prioritises user-friendly navigation, reflecting the brand’s commitment to accessible legal education.

Web Design for TOLES (Test of Legal English Skills) by Lee Mason, Freelance Web Designer, London.

Outcome

Through this holistic branding approach, TOLES has successfully positioned itself as a premier legal education provider, combining expertise with a visually compelling identity across various touchpoints.

Client:Toles Legal
Deliverables:Brand Strategy, Brand Identity, Logo Design, Exhibition Design, Print Design, Digital Design & Merchandise.
Team:Creative Direction – Lee Mason, Logo Design – Mia Nell and Lee Mason, Print & Digital Design – Lee Mason.
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