NATIONAL- International law firm Clark Hill PLC today revealed a new brand that reflects the firm’s cohesive culture, internal DNA, core values, commitment to diversity and top tier legal skills. The brand is articulated with a new logo, which includes an entwined modern C and H. The new brand captures Clark Hill’s unified identity through a redesigned website (www.clarkhill.com) that conveys the firm’s forward-thinking, innovative and collaborative culture.
This is the first time that Clark Hill has revised its brand since it began a series of mergers beginning in 2010, including Thorp Reed & Armstrong in 2013 adding 100 lawyers; Morris Polich & Purdy LLP in 2017 adding 100 lawyers; Strasburger & Price in 2018 adding 200 lawyers; and its expansion in Dublin, Ireland in 2019. The brand refresh brings streamlined and sophisticated brand unification that mirrors the common sense of purpose, culture and identity shared across the Clark Hill footprint.
Clark Hill’s rebranding process included detailed surveys of senior management, all lawyers and staff, as well as interviews with clients and stakeholders across a variety of industries to understand how those audiences perceive the firm’s strengths and differentiators. Those conversations drove the firm’s new positioning statement – Simply Smarter. The firm’s DNA includes attributes of accessibility, approachability, humanity, agility, and being business minded problem solvers.
The redesigned website features a vibrant green on black background and incorporates podcast and video platforms to highlight the firm’s thought leadership and current content. The redesign incorporates crisp imagery, streamlined navigation, intuitive functionality, and updated content, including attorney bios and photos. The firm was guided in the process by Chicago-based One North which conducted client interviews, firm surveys and focus groups, and branding exercises to inform the process. Based on those findings, One North then developed the website and graphic representation working with Clark Hill’s internal team. Gittings Studios and Tell Studios provided photography and video services, respectively.