Freshfields, an international law firm with nearly 300 years of history, has unveiled a refreshed visual identity with a redesigned logo. This update reflects the firm’s growth and ability to adapt to the evolving legal and corporate world while staying connected to its legacy.
The new logo shifts from the traditional design. The emblem with two lions inside a circular crest, symbolizing heritage and prestige, has been replaced with a modern, streamlined wordmark. This updated design emphasizes simplicity and focus, aligning with contemporary expectations while reinforcing the firm’s reputation for professionalism and trust.
The logo’s typography features a bold sans-serif font chosen for its clean and geometric style. This lettering conveys confidence and a readiness for the technological age, reflecting the firm’s innovative and dynamic approach. The thick, uniform strokes of the letters project strength and reliability, while the generous spacing between characters ensures clarity and readability across digital and physical platforms.
The color palette has been pared down to black and white, creating a timeless and minimalist look. This monochromatic scheme enhances the logo’s versatility, ensuring it maintains a professional and polished appearance in any setting. The absence of extra colors draws attention to the name “Freshfields,” reinforcing its prominence and strong recognition in the legal field.
The decision to remove the heraldic emblem gives the logo a cleaner, more modern feel. The design moves from traditional symbols toward a forward-thinking identity by focusing on the firm’s name as the primary visual element. While embracing modernity, the logo honors the firm’s longstanding reputation.
This rebranding demonstrates Freshfields’ commitment to meeting the needs of today’s clients and professionals. The new design communicates clarity, accessibility, and a readiness to thrive in the digital era while staying true to the firm’s core values of excellence and integrity. The refreshed identity positions Freshfields to continue its role as a global leader in law, appealing to a new generation of clients while respecting its rich history.
