Global law firm Freshfields Bruckhaus Deringer has refreshed its brand with a shortened legal name, Freshfields, and a new wordmark, which will officially be launched in October.
Georgia Dawson, senior partner at Freshfields, said: “Our refreshed brand is dynamic and bold, reflecting the entrepreneurial spirit of Freshfields today and our momentum as a firm.”
Dawson said the rebranding reflected not only Freshfields’ 280 years of history but its strategy for future growth. “We want our brand to reflect who we are wherever people encounter us and bring our strategy to life as we continue our next chapter of growth. One reflection of that is our shortened name that embraces the reality of what people call us in the market and how we refer to ourselves,” she added.
The new brand will be rolled out in October, with a formal global implementation scheduled during the next few months.
In 2000, Freshfields merged with German firm Deringer Tessin Herrmann & Sedemund and German-Austrian firm Bruckhaus Westrick Heller L?ber, forming Freshfields Bruckhaus Deringer.
