Adams & Adams unveils new corporate identity
22/02/2011

The partners of law firm Adams & Adams are proud to reveal their new corporate identity.

Developed with the input of TBWA\Hunt Lascaris South Africa, the new CI recognises the firm’s proud heritage whilst expressing confidence in its exciting future.

Adams & Adams chairman and partner, Dario Tanziani, explains that the idea behind the CI is “to show that we are a modern law firm on the move”.

“Every organisation needs renewal, or it runs the risk of becoming stagnant and irrelevant,” Tanziani observes. “Our decision to update our CI had two critical focus areas: we had to look inward in order to make the firm a more modern and attractive place for today’s young professionals and support staff. At the same time, we had to maintain an external focus to show our clients, as well as the broader business world whose needs we service, that we are a dynamic and optimistic firm. Essentially, we had moved past our old logo and CI, and needed to reflect this.”

At the same time, however, the partners are still immensely proud of the firm’s distinguished past. With this in mind, TBWA\South Africa was tasked with developing an identity that referenced certain elements of the firm’s past, such as its signature turquoise, incorporating them into a cleaner, more contemporary and professional look.

The ultimate result, says Tanziani, is an identity which indicates that clients are getting the best of both worlds: excellent service delivered by a firm founded on timeless values such as integrity, honesty and professionalism, yet which has kept pace with changes in the law and the socio-economic environment, and is therefore able to give expression to these values through cutting edge equipment and IT.

Katlego Moutlana, strategic planner at TBWA\Hunts, concurs. “The rebranding of Adams & Adams allows the firm to capitalise on its success and cement its reputation as the benchmark for intellectual property law and as a vibrant, up and coming commercial, property and litigation practice. This new look differentiates the firm from its competitors through a unique brand identity that will take the brand forward and allow it to live in a more innovative and creative space. This also allows people to connect in ways that are more appealing and engaging.”

The unveiling of the new CI coincided with Adams & Adams’ move to new premises located at Pretoria’s prestigious Lynnwood Bridge. Tanziani notes that the move was necessary not only to accommodate the dramatic growth enjoyed by the firm in recent years, but also to provide for further expansion in the future.

To view our office launch & logo roll-out video click here.