Schillings focuses on reputation and privacy management, and the new look is anchored to the proposition ‘Law at the Speed of Reputation’. It takes a photographic approach, personifying the issues that threaten the reputations of individuals and organisations.
Photography is combined with the same square brackets found around the new logo, which act as a visual device to contain the threat.
Headlines such as ‘The Anti-Social Network’ and ‘The Friends in The Wrong Places’ draw attention to issues including trolling and supply chain risk.
The rebrand also takes into account Schillings’ new status. In May it acquired an alternative business structure license allowing law to be offered alongside complementary services.
Goosebumps strategic partner Simon Cotterrell says, ‘Our aim was to introduce a bit of clarity with a brand that switched the perspective around to look at things from the client’s point of view. We believe it’s a rare example of a successful introduction of consumer brand logic into the world of professional services.’