Macfarlanes gets a makeover with brand refresh

Macfarlanes has quietly refreshed its brand and visual identity, rolling out a bolder, more modern look that marks its first meaningful update in years.

The redesign introduces a bolder, modernised logo and a new colour palette that moves away from the conservative aesthetics you might expect from a traditional City law firm.

A cursory check of the internet archive suggests it is the firm’s first brand refresh in at least 15 years - not transformational, perhaps, but still a notable step for a 150-year-old firm that has historically favoured understatement over flashy marketing.

Bringing the brand up to date

The refresh follows a standout 2024/25 financial year for Macfarlanes, with revenue up 10% to £371 million and PEP breaking the £3 million mark for the first time.

It also comes against the backdrop of a firm that has been quicker than many rivals to embrace change. Macfarlanes was one of the first major UK firms to roll out legal AI platform Harvey back in 2023, and last year launched Amplify, an AI-powered tool designed to help in-house teams process legal documents and contractual data, which it billed as a market first.

A broader update across the City

Macfarlanes is among several City firms that have updated their brands recently.

In September, Clifford Chance unveiled its first brand refresh in more than 20 years, rolling out a modernised logo and pared-back design tied to a new corporate slogan: "creating advantage for clients".

Freshfields, meanwhile, updated its brand in 2024, dropping "Bruckhaus Deringer" from its name and retiring its historic angel logo in a move widely seen as aimed at strengthening its appeal in the US market.

And with a wave of transatlantic mergers on the horizon, the market can also expect a host of new brands landing in 2026.