Totum

Building a notary brand that challenges industry norms

Notary services are often seen as little more than bureaucratic formalities. Totum, a team of young and energetic notaries, set out to challenge this perception—bringing a fresh focus on customer experience that extends far beyond the paperwork.

Brand strategy

Working closely with the client, we defined a brand idea that bridges legal requirements with customers' ambitions: “Making it legally possible.” This positions Totum not as a passive service provider, but as an active enabler of customers’ plans and aspirations—captured in the tagline “Deal closed, future opened.”

The outcome: a notary brand that doesn't just process documents—it enables possibilities.

Visual identity

→ Logo: Composed of two overlapping rectangular blocks, this layering is a visual metaphor for Totum's role: the point where legal expertise and client ambitions overlap to create something greater. The form is deliberately architectural — monolithic, solid, grounded, modern — reflecting a notary practice that takes its work seriously while refusing to look like one.

→ Color strategy: Rather than anchoring the brand in a single palette, Totum's identity lives through color variation. The shifting palette reflects the breadth of legal situations Totum navigates for its clients, while the constant structural form signals that the same rigor and care is applied to each one. This approach makes the brand look serious without being rigid, recognizable without being monotonous.

→ Visual territory: We extended the logo's overlapping blocks into a full compositional system. Bold, layered color fields sit alongside black-and-white architectural photography — a deliberate pairing that anchors the brand in Totum's core expertise: real estate.

The result is a visual identity that positions Totum as something rare in the notary world: a brand with genuine personality, warmth, and confidence — one that looks the way it works.

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