London agency SAS have completed the identity and brand programme for Herbert Smith Freehills – a top 100 law firm born from the merger of two leading firms from opposite points of the compass (UK and Oz, not unlike ourselves).

“At the heart of the new brand is a powerful and simple idea – that Herbert Smith Freehills people “guide their clients through an increasingly complex, challenging and unpredictable world. They advise with clarity, originality and authority.” They are “Perceptive” – this is the idea at the heart of the new brand. This core idea is expressed strongly in the logo and the brand imagery.” – SAS

Lovely work here from SAS who were responsible for everything from strategy to marketing through to digital. When working with a merger, as we all probably know, it’s easy to get sucked into a vortex of ego massaging and politics; no one wants to jump the nostalgia ship easily and, generally, everyone wants their ten pence worth. Inspiring new thinking can be a tough slog, often. SAS’s solution however is both stand-out when aligned to the beige field of beige legal identities and interesting in its thinking. Aside from Wolff Olins’ PWC rebrand three years ago, (I might be wrong but) it’s difficult to single out a particularly memorable brand in the legal or finance sectors. At least none spring to mind..?

Nice, corporate, well reasoned and broad. Like…

Branding a new member of the world’s leading law firms from SAS on Vimeo.