• A brand refresh evolves the look, tone and messaging of a firm, while usually keeping its name and core identity.
• A rebrand marks a deeper shift, potentially in name, visual identity, positioning in the market and firm values.
As a new year begins, many of us take a step back, set a few goals and think about what we would like to change – whether that is adjusting habits, refocusing priorities or simply presenting ourselves differently. For law firms, that reflection is not confined to January. It happens year-round, as firms consider how they are perceived by clients, prospective recruits and the wider market – and whether their brand still reflects who they are today, and where they want to go next.
In this blog, we set out the benefits of a brand refresh or a full rebrand – from sharpening your position in the market to supporting growth and cultural change. We also share recent examples of firms that have updated their brands, plus a few common pitfalls to avoid, so the process strengthens your identity rather than diluting it.
6 reasons why a brand refresh or rebrand can be especially powerful for your law firm
Staying relevant
Top firms do not just demonstrate expertise – they also signal modernity, innovation and alignment with today’s business realities. A refresh or rebrand can show that your firm is forward-looking, adaptable and attuned to what clients need now.
Differentiation
In a crowded market, many firms offer similar services. Your brand should make it immediately clear why you are different – from your values and culture to the specific strengths that clients and recruits can expect.
Attracting and retaining talent
First impressions matter. If someone is considering joining your firm, your website is often the first stop. Lawyers increasingly want workplaces that reflect their values and offer a credible platform for development and progression.
Strengthening client trust and engagement
A consistent, professional brand builds confidence. When your messaging, visuals and digital presence line up, it is easier for clients to understand what you do, why it matters and how to engage with you.
Supporting growth and cultural change
A brand update can help bring strategy to life – whether that is a new practice focus, a shift in sector priorities, or a clearer articulation of culture. Done properly, it gives partners and teams a shared narrative to rally around.
Getting digital right
Clients increasingly experience firms online first. Digital-first design and clearer storytelling help ensure your identity holds together across your website, social channels and thought leadership – and works as hard as your people do.
Examples of recent brand refreshes and rebrands
Clifford Chance – brand refresh (September 2025)
The refresh focused on a modernised logo, a new strategic slogan and a streamlined digital presence and brand language. Communications around the refresh were carefully considered and meticulously coordinated across its offices worldwide. Alongside press releases that positioned the update as an evolution of the firm’s legacy, Clifford Chance rolled out a multimedia campaign – including video and social content – to underline the forward-looking direction of the refreshed brand.
Freshfields – rebrand (September 2024)
Freshfields dropped “Bruckhaus Deringer” to operate simply as “Freshfields”. The shift was backed by a refreshed visual identity, including a new logo. To make sure the market understood both the change and the thinking behind it, the firm ran a coordinated communications programme – with official statements supported by partners’ and senior leaders’ commentary from across its global offices.
Broadfield – rebrand (December 2024)
Broadfield (formerly BDB Pitmans) changed its legal name and relaunched as the lead firm in a new international law firm network backed by SHP Legal Services. Under the model, member firms keep governance and financial independence while accessing shared services, planned cross-border collaboration and a single brand across markets. The launch was supported by international announcements and public statements from the managing partners.
Common Pitfalls
When considering a brand update – whether a refresh or a full overhaul – law firms should watch out for a few common pitfalls. The biggest is treating it as a purely visual exercise: a new logo and colour palette will not land if they are not rooted in the firm’s strategy, culture and client experience. It is also easy to change too much, too quickly. Long-standing clients value continuity and trust, so the shift should feel like a considered evolution, not a sudden break. Another risk is weak internal engagement – if partners and staff are not involved early, you can end up with resistance and patchy adoption. Finally, firms should be cautious about chasing design trends or copying competitors, which can blur differentiation and leave you with a brand that feels generic or quickly dated.
So, which do you need – a refresh or a rebrand?
A brand review should never be change for its own sake. The goal is clarity – making sure your identity matches your strategy, culture and where the firm is heading. As the examples above show, even the most established firms revisit their brands to reflect shifting markets, new ambitions and how clients and talent now make decisions.
Done well, a refresh or rebrand can sharpen differentiation, strengthen client relationships and support growth – commercially and culturally. The strongest outcomes are grounded in purpose, guided by strategy and embraced internally, not driven by aesthetics alone. For firms willing to invest the time and care, it is a chance to reaffirm who you are, communicate where you are going, and ensure your brand is fit for the future.
Sean Cullen, Senior Digital Marketing Executive
If you’re interested in learning more about law firm rebrands, listen to our recent episode of Counsel Culture which features Georgina Bennett-Warner from Wedlake Bell who explains what it really takes to deliver a successful law firm rebrand, from engaging stakeholders across the firm to embedding the new brand into the day-to-day people and client experience. To stream or download the episode, click here.