Salterbaxter rings Mourant changes

Salterbaxter has created a brand identity for legal and financial services company Mourant, which launched last week.

The consultancy has also developed the firm’s brand strategy for the next ten years.

The marque will be applied across all communications. The group has also created the brand guidelines, website, annual review, stationery and signage.

‘The challenge was to try to build on Mourant’s very strong heritage in Jersey while creating a positioning that will increasingly enable it to punch its weight on the international stage. The brief was to try to create a new brand that was clearly rooted in its heritage while pointing the way forward,’ says Salterbaxter director Nigel Salter.

The company was previously known as Mourant du Feu & Jeune. The new logo of Ms in a circle represents that Mourant is made up of diverse individuals and multiple skills, according to Salter.

‘There was a need for a unifying process in the branding. The single aspect that unifies what all of the business areas do is the concept of enablement,’ Salter says.

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