Law firm courts 48 Fitzroy for overhaul of its identity

Consultancy 48 Fitzroy last week presented first concepts for a revamped identity for London law firm Kingsford Stacey Blackwell, in a project that is worth a five-figure design fee.

The work includes the development of a new name, stationery, brochures, signage and Web design, in addition to the visual identity.

The identity revamp is a key part of the London law firm’s move to reposition and rebrand itself and is part of its move away from a strictly partners-led business to a new business model, says 48 Fitzroy creative director Jerry Shearing.

‘We were briefed to develop a new name that gives [the company] more of a branding as a law firm. [The company] is restructuring and looking at developing products which will also be sub-branded,’ he says.

Shearing says the company has favoured a traditional look in the past, but, with an increasing number of younger partners and customers, realised the need for a more contemporary approach.

‘The marketplace and clients are changing and are much more confronted by branding generally,’ says Shearing.

‘The existing logo is rather austere. We are looking to introduce the idea of movement into the logo, zap up the colours a bit and position it as a City law firm.

‘The challenge is to take the identity forward without breaking away too much from tradition,’ he adds.

The work is scheduled to launch in late June.

The consultancy was appointed without a creative pitch on the strength of previous work.