According to chairman Mary Padbury, the shorter name and new appearance aims to differentiate the firm within the market, and function as a badge of the firm’s merit. “Our ambition is to distinguish the firm by providing a service and workplace in which the hallmark is excellence with rapport,” she said. According to Padbury, the firm’s name overhaul is intended to signal this commitment.

Padbury said that the altered name and brand distinction cap off a year of substantial growth for the firm following a period of strategic restructuring and repositioning of the practice.

Quizzed about the client response to the change, managing partner John Atkin said that the reception had been a positive one. “Everyone has responded magnificently to this initiative. There has been a great deal of work behind the scenes to bring about the necessary changes and it’s a great credit to our support teams and legal staff that it has progressed so seamlessly,” he said.

Blake Dawson’s new visual identity includes a new look for the firm’s website, publications, correspondence and other communications. The transformation has been developed by brand consultants and principals.