Creating a brand identity for a singular law firm.

Indisputably one of the world’s top law firms, the Skadden name represents a reputation for brilliant legal guidance. Skadden also expresses extraordinary human qualities such as energy, determination, and imagination. However, a brand audit we conducted showed these values to be largely unexpressed in the firm’s marketing materials. We also noticed varying name and nomenclature conventions, and there was little evidence of a brand management system. These findings afforded O+CO the opportunity to create a bold visual identity design that features the Skadden name and a sophisticated typographic system that was implemented across the firm’s marketing materials. The Skadden identity captures its hard won distinction as a leader among law firms.


“While most corporate clients seeking legal counsel are not likely to simply hire the first law firm that comes to mind, it's not unreasonable to believe they would be inclined to hire one of the first five firms whose names they can recall. That, at least, is among the assumptions at the heart of research company Acritas’ third annual survey aimed at measuring the strength of U.S. law firm brands in the United States. And for the third straight year, Skadden, Arps, Slate, Meagher & Flom claims first place.”

Skadden brand index table

Acritas’ 2014 Sharplegal US Law Firm Brand Index

Source: Acritas


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