Magic Circle law firm Freshfields Bruckhaus Deringer LLP revealed Tuesday that it will rebrand to simply "Freshfields" starting next month. The rebranding, which includes a new logo set to debut in October, reflects the firm's desire to align its identity with its current entrepreneurial spirit and growth trajectory.

Freshfields reveals refreshed brand: Bold Move for a Modern Image

“Our refreshed brand is dynamic and bold, reflecting the entrepreneurial spirit of Freshfields today and our momentum as a firm,” said Georgia Dawson, senior partner at Freshfields, in a statement. Dawson emphasized that while the firm has a 280-year history, the rebranding aims to represent the firm as it continues to evolve and set new standards in the legal industry.

The decision to shorten the firm’s name also acknowledges how clients and markets already refer to it, bringing the branding more in line with everyday usage.

Global Rollout and Strategic Vision

Freshfields plans a global, phased rollout of the new brand identity in the coming months, with an emphasis on sustainability. The firm will continue to focus on its long-term growth strategy while maintaining its commitment to excellence.

Freshfields, which first secured the Bank of England as a client in 1743, notes that it is one of the oldest global law firms, yet continually reinvents itself to stay relevant in an ever-changing legal landscape.