Freshfields: what we know about the new brand identity

Freshfields announced its decision to reform its brand identity. The firm, which is one of the oldest in the world given its origins dating back to 1743, had changed its name to Freshfields Bruckhaus Deringer in 2000, after merging with the German firm of Deringer, Tessin, Herrmann and Sedemund, and the Austro-German Bruckhaus, Westrick, Heller, Löber.

Twenty-four years on, the law firm is focusing on simplification. After all, the firm’s competitive horizon has broadened considerably and a simple, easy-to-grasp name becomes an essential asset to stand out within the so-called global elite.

Commenting on the launch, Freshfields senior partner Georgia Dawson (pictured) said: “Our refreshed brand is dynamic and bold, reflecting the entrepreneurial spirit of Freshfields today and our momentum as a firm. 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 objectives, and attracting the best talent across the world.”

“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 refreshed brand will start to be rolled out from October, with the firm undergoing a formal name change. A sustainable and phased implementation of the new brand identity will be implemented globally over the coming months.