Review of Legal Tech Branding 2019 – 2020
Soukias Jones Design
We are a small group of experts specialising in branding for professional services.
It’s an area we know well, one in which we can genuinely help our clients. We work for lawyers, accountants, consultants and advisers – and over the past 20 years, we’ve helped many firms, globally and locally, to create new brands, refresh existing ones and develop content and campaigns.
Our services
Your Brand
Corporate ID and Design
Editorial and Content
Print and Presentations
Digital and Social
Film and Animation
Website
Professional services clients include:
Definitions We use the following definitions for categorising brands into different types of architecture: Monolithic: This is the default category for professional services firms, using the awareness and credibility of the main corporate brand (Hogan Lovells, for example) to bundle a group of tech and resourcing solutions. A variant is for firms to draw on sub-branding to distinguish legal delivery from legal expertise often using naming (as with Ashurst Advance). Endorsed: In contrast to sub-branding, a separately endorsed brand becomes the hero. Usually incorporates the masterbrand but in a reduced way and the sub-brand becomes more dominant but may have elements such as fonts or colours that relate to each other (BCLP Cubed, for example). Branded: In this model, at the opposite end of the scale from the monolithic strategy, a stand-alone separate brand is established with little or no reference to the masterbrand or sub-brand. Gravity Stack is a good example. Owned by Reed Smith, the brand is free of the many associations of Big Law and the leadership team has the flex to position Gravity Stack (with its own name and visual identity) as it sees fit.
Baker McKenzie Baker Tilly DFK International KPMG Haines Watts Hogan Lovells Kirkland Ellis King & Spalding Mishcon de Reya White & Case William Fry Willis Tower Watson
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