Branding guru for Linklaters and Allens explains the firms' new logo
29 June 2012
Now the ink is dry on Linklaters' and Allens' "integrated global alliance" agreement, the firms' brand consultants have come forward to answer the question that was on no-one's lips. Just how did it come up with the new firm logo?

Branding gurus Hulsbosch ("Communication by Design") have been sending out press releases to legal journalists revealing the creative process behind the new logo. It's a simple mix of letters and chevrons, but is only used by Allens as Links refuses to acknowledge its Aussie partner even on its own website. Scaling new heights in pomposity, the company claims its "creative solution" for the new logo "clearly communicates the alliance between the two entities while maintaining their individual integrity". So that'll be two firms names with a space between them then. Profound.

Hulsbosch says it managed to communicate the firms' togetherness by using an "equally-balanced typeface, retaining the Linklaters corporate colour of magenta and introducing a complimentary tone of blue for the Allens name". A piece of creative mastery of which the likes of Mark Rothko could only have dreamt.

A creative solution that clearly communicates the alliance between two entities while maintaining their individual integrity, yesterday

Fans of awesome law firm branding might want to also check out Eversheds' stalky red plastic men and Pannone's squinting lawyers.