Biglaw Firm Rebrands, And The New Logo Is... Let's Just Say 'Unconventional'

A prestigious law firm's logo, or a sign for a men's shoe store?

By and large, corporate America runs circles around law firms when it comes to graphic design. You could spot a Nike Swoosh or an Apple… well, Apple from across the room, but law firms largely eschew the logo game. DLA Piper has that half-eaten circle thing and Dentons has that lazy arrow, but most law firms satisfy themselves with the simplicity of a stylized rendering of their name. There’s a quiet strength in big, block, probably Helvetica-inspired letters announcing your Am Law 50 power.

Shearman and Sterling is definitely bucking that trend. This morning, the firm rolled out its new look with a website overhaul and a new lobby sign.

That is certainly different. And while the firm kept some comforting old standby lettering in the hallway for good measure, the new look dominates the nod to tradition.

On the one hand, Biglaw is always in need of a good shakeup, and firms should be applauded for trying something new. On the other hand, logos are, fundamentally, about tone. It’s why Dora the Explorer uses multiple, bright letters instead of lightning and pentagrams. What does this lettering invoke in the passive observer? Is it a law firm? For one tipster at Shearman it is… not:

We all now work at a steakhouse started by the heir to the Sharpie fortune.

That sound you hear is the nail being hit on the head. For those unfamiliar with Sharpie branding:

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That’s not identical, but it’s certainly not settling any lingering doubts that Shearman is advertising a law firm and not office supplies. Earlier this year, SNL ran one of those rare skits that touch the face of God in its brilliance. A man driven insane by lazy font selection.

Somewhere, right now, the team behind this Shearman logo is basking in their big money fee and drawing up another campaign. Throwing open their notebooks, grabbing a nice, new Sharpie, and waiting for inspiration to strike out of the blue.


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HeadshotJoe Patrice is an editor at Above the Law and co-host of Thinking Like A Lawyer. Feel free to email any tips, questions, or comments. Follow him on Twitter if you’re interested in law, politics, and a healthy dose of college sports news.