Law Society seeks consultancy to overhaul brand

The Law Society, which regulates the UK’s legal profession, is looking to review its existing identity and will hold a pitch later this year to appoint a consultancy to undertake the task.

The organisation is aiming to develop its brand in light of recent framework changes within the legal services, says a spokeswoman for the society. ‘We will be looking to ensure the changes are best represented in the brand,’ she states.

The regulatory body for solicitors has also appointed Visual Source to oversee its day-to-day design work. Visual Source was appointed following a four-way pitch held in February and will be responsible for interpreting the organisation’s corporate brand across internal communications and marketing collateral.

As part of the pitch, the consultancy had to create conference and corporate communications material and demonstrate how best it could communicate the messages of the Law Society to its diverse audiences, comprising MPs, solicitors and the public, among others.

The Law Society has worked with Visual Source on various previous projects, but the consultancy will now be the society’s main design group, says Gin Matharu, client services director at Visual Source.

‘Our role will now be more diverse, in particular looking at how the society can communicate its different messages to various audiences,’ he explains.

The Law Society’s brand identity is reviewed about every three years, according to its spokeswoman. London-based Corporate Edge last updated the logo in 2001.

The image is based on the original coat of arms, which was granted in 1845 when it received its Royal Charter.

The Law Society is the regulatory and representative body for 116 000 solicitors in England and Wales. It works with a wide variety of external bodies across legal, Government and professional institutions.

The law society

• Brand identity to be reviewed

• New consultancy appointment expected this year

• Visual Source also appointed as main corporate design and branding consultancy following a four-way pitch in February