The rebrand is designed to reflect Simmons & Simmons’ interest and investment in emerging technology, as well as attract keen young graduates that might otherwise be lured away by Silicon Valley. It’s an attempt to stand out from the sea of other law firms, who for years have relied on the same old branding to attract clients and employees.
“Law and lawyers are lagging well behind the rest of the world when it comes to branding, marketing and things like that,” SomeOne founder Simon Manchipp told CR. “They’ve always relied on really big brains attracting other big brains, but I think they’ve woken up and started to understand that brand is not just a logo, typeface and colour. It’s reputation, and the visual identity helps manage that reputation.”