Freshfields renews its brand: Lawyer Monthly

Freshfields renews its brand.

Leading law firm in the city Fresh Fields has dropped ‘Bruckhaus Deringer’ from its logo and title during a major rebranding.

The rebrand is designed to reflect the company today and its ambitions for the future, the website said. The company’s legal name will be shortened to Freshfields and given a new word mark.

Commenting on the launch, Freshfields Senior Partner Georgia Dawson said: “Our refreshed brand is dynamic and bold and reflects the entrepreneurial spirit of Freshfields today and our momentum as a business. With our 280-year history, we continue to operate at the forefront of law, setting new standards, giving our clients the edge in achieving their goals and attracting the best talent around the world.”

“We want our brand to reflect who we are wherever people encounter us, and to bring our strategy to life as we pursue our next chapter of growth. One reflection of this is our shortened name which embraces the reality of what people call us in the marketplace and how we refer to ourselves.”

The updated brand will be rolled out from October, with the company undergoing a formal name change. A sustainable and phased implementation of the new brand identity will be implemented worldwide in the coming months.

Freshfields rents Davis Polk + Kirkland Attorneys