The firm’s logo has been completely revamped, with a modern, cleaner typeface replacing the previous logo’s more traditional lettering. The firm’s signature blue and orange colouring, which has been a hallmark of its branding over recent years, has also been traded in for a sleeker black and silver theme.

“It was a conscious decision made by the partners to refresh the image of the firm with what we felt was more contemporary styling, colours and layout which would run across all our marketing and collateral,” Flower and Hart’s general manager, Ian Pritchard, said.

“We felt that the orange was a little dated. We also had an ampersand in the old image which some people felt wasn’t contemporary enough to suit the development of the firm. The new image is now used throughout the firm and we feel it looks really good — quite outstanding and eye-catching.”

Pritchard said that the firm has brought on a number of new staff over the last year and has made some changes to its management and that the rebranding provided an ideal way to reflect this changing culture.

“It was a good opportunity to get those new staff geared up and motivated and involved in the firm,” he said. “It was also a good way to show both new and existing staff as well as the broader business community that we’re a firm that has traditional values, yet is progressive.”

The rebranding coincided with a meeting of the partners to re-appraise the firm’s values, Pritchard explained. “We’ve reinforced the values we previously had, but re-communicated them with a modern slant in a way that enables them to be embraced by our staff and understood by our clients,” he said.

According to Pritchard, both clients and staff have embraced the new look. “People like the image and feel it gives a good, fresh, contemporary feel to the firm. I think it’s a good contrast of a modern, fresh image encompassed in a firm which has solid values and a great level of dependability for our clients that we’ve built up over the years.”