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BRANDING NEWS: Law firm shakes off 'stuffy' image

  The new corporate identity is colourful

International law firm Wolf Theiss has undergone a bold and colourful rebrand in a bid to distance itself from the traditional "stuffy image" the legal profession is often labeled with.

The legal firm, which operates in central and south eastern Europe, has hired London consultancy The Partners to overhaul its corporate identity including logo, stationery, brochures, advertising and the web. The new identity will be deployed over the coming months.

Using a combination of a bold, modern typeface, a series of colourful images and word-play on the company's services and attributes, the new identity is markedly different from that of the 50 year old firm's previous image.  

Dieter Spranz, managing partner of Wolf Theiss, explains that the rebrand was undertaken to build on a trend of rapid growth the firm has seen in recent years. "It was the increasing need to attract and retain the best talent coupled with the significant growth we have seen that necessitated the brand and identity review," he says. "We're confident the new brand will help to differentiate ourselves in the market and lead us into our next exciting stage of development."

The Partners strategic consultant, Martin Rowlatt, adds, "As the business environment in central and eastern Europe continues to develop in expertise and importance and local and multinational law firms compete for attention and significant new business, we wanted to create an identity that would help Wolf Theiss stand out from the crowd, assert its position as the regional market leader, whilst being sensitive to the cultural idiosyncrasies of Central and Eastern Europe.

"It's great that Wolf Theiss had the courage of their convictions and could see the opportunity in breaking away from the pack and the traditional connotations of conservatism and blandness often associated with the profession. This has allowed us to come up with a distinctive, quirky and vibrant identity."

Wolf Theiss is headquartered in Vienna and employs 500 staff. This year it opened its tenth office in Budapest.

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