You can understand why law firms aren’t usually the types to spring for total brand makeovers. Just like it can be a little unsettling when a doctor tries to be too funny, there’s probably something reassuring about a firm whose letterhead and logo play by the rules. Most clients, the thinking presumably goes, aren’t looking for anything too unique–they’re looking for experience and authority and thus a slightly stodgy firm (with slightly stodgy branding) is not a bad thing to be.
Nixon Peabody, an international firm with over 600 attorneys, went a different direction with their logo, which presents an elegant visual metaphor for the breadth of their services. It takes on some challenging questions. How do you create a logo for a company that doesn’t do one thing, but lots of different things? How do you visualize the abstract notion of innovation?
The redesign, developed with consultancy Wolff Olins, includes a custom typeface, the website, and a visual language suited for all different kinds of media, print and digital. At the heart, though, is the new logo. Instead of leaning on tired courtroom iconography likes scales or columns, Nixon Peabody’s new mark is a slime-green starburst.