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Strategic Brand Refresh for Business Development Committee

Explore the journey of revamping our brand from a confusing layout to a modern, agile identity. Decision points include colors, logo design, and graphical elements. Understanding the importance of brand messaging in attracting clients and talent. Reasons to refresh the brand to convey personality, increase visibility, differentiate from competitors, and reinforce the firm name.

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Strategic Brand Refresh for Business Development Committee

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  1. Brand Refresh Presentation to Business Development Committee C. McCollough May 20, 2016

  2. A brand is the promise a firm makes to the marketplace. Our logo, content strategy, photography, graphics, etc., all support our brand.

  3. Current BuckleySandler Website

  4. Our Current Brand • Confusing stacked layout • Old fashioned maroon • Stuffy, hard to read font • Graphic element has negative connotations • LLP clutters name

  5. Current Logo: Visual Limitations

  6. How We Have Approached the Problem • Hired a Brand Consultant • Audit of our competitors – what’s going on in the marketplace • Identify attributes of current firm logo – pos and neg • Researched Legal Services Marketplace Design Approaches • Competitors • Consultants • Clients • Tech firms • Researched Law Firm Naming Conventions

  7. Competitor Firms Reviewed

  8. Brand Evolutions

  9. Logo Decision Point:Spelling of Firm Name BuckleySandler Buckley Sandler

  10. Logo Decision Point:Stacked or One-Line Buckley Sandler Buckley Sandler

  11. Logo Decision Point:Colors

  12. Logo Decision Point:LLP

  13. Logo Decision Point:Font Buckley SandlerBuckley Sandler BUCKLEY SANDLER BUCKLEY SANDLER

  14. Logo Decision Point:Graphical “Bug”

  15. BuckleySandler: Who We Are • Modern • Creative • Agile • Efficient • Energetic • Practical

  16. (talking points slide – don’t present) • Pushback: why mess with what ain’t broke? • This is decision time; we are about to invest $200k web redesign, $75k in brochures and printing, $50k in a new proposal solution, $50k in a new email /event management solution • We are in competition with other firms • We have to look just as good as (better than) our competitors • Clients and laterals visit our site – what is it saying to them? • Pushback: what’s it going to cost us? • Don’t know yet. • Broad brush est: we will need to replace $100k in letterhead, business cards, office signage, swag (but haven’t spoken to Angel about this yet to get more detail) • Pushback: will it happen all at once? • No- we will prioritize and try to use as much of existing material as possible • Website, business cards, brochures, pitch materials, PPTs • Externally visible things such as building signs, coffee mugs

  17. Misc Brand Collateral

  18. Reasons to Refresh a Brand • Convey firm brand and personality • Increase awareness and visibility in the marketplace • Differentiate from competitors • Reinforce firm name

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