Clifford Chance has unveiled its first major brand update in more than 20 years, introducing a modernised logo and simplified design.
The move follows rival Freshfields’ US-focused brand refresh last year.
Clifford Chance has unveiled a new visual identity in its first major brand update in over 20 years.
The refresh includes a modernised logo and pared-back design that the firm says reflects its commitment to a new corporate slogan: "creating advantage for clients".
Managing partner Charles Adams framed the update as part of Clifford Chance’s broader growth push: "Creating advantage for our clients drives everything we do. We’re here to bring them innovative solutions to unlock opportunities and achieve outcomes that help them move faster and with greater confidence.”
Long time coming
It marks the first major brand shift for Clifford Chance since its three-way merger with Germany's Pünder Volhard Weber & Axster and US firm Rogers & Wells more than two decades ago. The firm formally dropped the Rogers & Wells name in the US in 2003, but has otherwise kept a consistent look.
The move follows rival Freshfields' rebrand last year, which saw the firm drop the "Bruckhaus Deringer" name and its iconic angel logo in a move widely seen as targeted at US expansion.
Adams said the firm was not discarding its legacy: "We’re not changing the legacy that defines who we are - premium quality, multi-product, and a deeply connected global team - we are reaffirming it."
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