The consultancy began work on the project in 2009, following successful previous projects for Osborne Clark including an advertising campaign last year.
The visual identity, which will be seen on print marketing, stationery, signage and the firm’s website, was inspired by the theme of imaginative thinking to reflect Osborne Clarke’s approach to servicing its customers, says Osborne Clarke senior partner Tim Birt.
Birt says, ‘Traditionally, law firms have tended to innovate on an ad-hoc basis. We’re creating an imaginative environment, which constantly produces innovations.’
The new identity, which features illustrations from Peter Grundy and Chris Mitchell, coincides with what Osborne Clarke sees as increased competition within the UK legal services market following the economic downturn.
Dragon Rouge creative director David Beare says, ‘In rebranding Osborne Clarke we have been able to reappraise the role of brand in the legal sector. Law firms have always been seen as practical, trading on their intelligence – something that is all too often reflected in their brands in a boring and predictable manner.’