Brief

After over 10 years of being their design and brand consultants, we were asked to assist in the evolution of the brand identity of Norton Rose after its combination with American firm Fulbright & Jaworski. A professional and successful image was required to reflect the enhanced depth of resources available to clients of one of the top 10 global legal practices.

Brand evolution for global top 10 law combination

Solution

A change of corporate font from Meta to the more contemporary and warmer Meta Serif required a re-writing and updating of the global design standards. A brand passport was developed to provide stakeholders with information regarding the new brand identity launch and how to implement it successfully throughout all communications.

Result

The new updated brand identity has been incorporated firm-wide and portrays a sophisticated image of this global firm. They have managed to modernise successfully yet still retain the brand equity that had developed over the preceding decade.