Law firms, like other parts of the modern economy, face the need to keep brands fresh and relevant.

Hugh James a UK full-service law firm, has changed its brand identity which the firm says shows its “unique challenger mindset” and expertise across England and Wales.

Hugh James said the new brand fits with its 2022-27 strategy which has, to date, seen it buy firms in Cardiff, Manchester, and Chester. It has also more than doubled its London footprint to reflect its growth in the City.

The brand change is also an example of how law firms, once a field cut off from advertising and seen as a “stuffy” sector, now operate in a competitive space where they must compete and develop messages that cut through to end clients.

The brand was developed by London-based creative agency, Curious. (The image in the main picture shows the front of the video about the firm.)

The brand retains the Hugh James name and signature red, with a refreshed and extended pallet and a refined logo and ‘adaptive’ brand devising a system of shapes to represent the firm’s characteristics – driven, fair, inclusive, protective, robust. 

Hugh James’ roots go back more than 60 years ago to Wales. It has offices in Cardiff, London, Manchester, Southampton, and Plymouth.